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

What is it about?

Virtual influencers are increasingly used by hospitality brands, but it is still unclear how they should be designed to be effective. We show that not all human-like features work in the same way. Human-like behaviors and emotional expressiveness are especially important because they make the virtual influencer feel socially present and relatable, while purely cognitive traits, such as appearing intelligent or rational, play a much smaller role.

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