The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors
Journal: Psychology and Marketing
Year: 2024

Abstract Virtual influencers have great potential to shape the audience's perception and motivate behavioral change. Drawing upon anthropomorphism theory and social identity theory, this paper examined the interaction effect of anthropomorphism and racial homophily of virtual influencers in shaping audiences' trust and subsequently pro‐environmental behaviors in low‐ and high‐cost contexts. Two online studies employing experimental materials generated by artificial intelligence were conducted. S