What makes virtual influencers effective: the role of different types of anthropomorphism

Purpose This study aims to investigate how different dimensions of anthropomorphism (physical, behavioral, cognitive and emotional) influence social presence and parasocial relationships and how these, in turn, affect users’ behavioral intentions and word-of-mouth (WOM) toward a hotel brand endorsed by a virtual influencer in the hospitality industry. Design/methodology/approach A quantitative research design was used, along with an online survey administered to participants who were exposed to different Instagram posts featuring a virtual influencer promoting a hospitality brand. Partial least squares-structural equation modeling was used to analyze the relationships among the variables and test mediation effects. Findings The results reveal that social presence acts as a full mediator in the relationship between physical and behavioral anthropomorphism and parasocial relationship, while it partially mediates the effect of emotional anthropomorphism. Both social presence and parasocial relationship mediate the impact of anthropomorphism on brand-related outcomes. Notably, behavioral anthropomorphism emerged as the strongest predictor, whereas cognitive anthropomorphism did not exhibit a significant effect. Practical implications The study offers insights for virtual influencer designers, managers and communication strategists in the hospitality sector. Strategies for selecting or developing effective virtual influencers in hospitality contexts are discussed. Originality/value This paper sheds light on the roles of different components of anthropomorphism in shaping social presence and parasocial relationships. Furthermore, to the best of the authors’ knowledge, this study is the first to explore how these psychological mechanisms drive behavioral intentions and positive WOM toward a brand endorsed by a virtual influencer within the context of hospitality management.