The double-edged sword of virtual influencer anthropomorphism: a paradoxical framework of social presence and identity threat

Purpose This study investigates how the perceived physical and psychological anthropomorphism of virtual influencers shape consumers’ attitude toward virtual influencers through the competing psychological pathways of social presence and identity threat. Design/methodology/approach Through a cross-sectional survey, a sample of 448 Instagram users in Egypt was collected and analyzed using CB-SEM through AMOS v.23. Findings Both perceived physical and psychological anthropomorphism of virtual influencers have a positive influence on both social presence and identity threat. Importantly, both social presence and identity threat concurrently mediate the relationships between both dimensions of anthropomorphism and attitudes toward virtual influencers. Therefore, both dimensions of anthropomorphism influence consumers’ attitudes toward virtual influencers through the positive mediating role of social presence and the negative mediating role of identity threat. Research limitations/implications The study expands anthropomorphism research to the virtual influencer context by showing that anthropomorphism is not unequivocally superior. Therefore, grounding in social presence and social identity theory, we suggest that anthropomorphism is a double-edged sword in shaping attitudes toward virtual influencers. Practical implications Both designers and marketers employing virtual influencers should consider the multi-dimensionality anthropomorphism. Moreover, they should aim to maximize social presence while reducing identity threat when utilizing virtual influencers. Originality/value This study conceptualizes anthropomorphism as a multifaceted construct composed of physical and psychological dimensions and it can work through two opposing positive and negative pathways.