Title Impact of influencer’s authenticity and credibility on purchase intention: case of virtual vs. human influencer
Translation of Title Nuomonės formuotojo autentiškumo ir patikimumo įtaka pirkimo ketinimams: virtualiųjų ir žmogiškųjų nuomonės formuotojų atvejis.
Authors Ying, Yiyuan ; Sungailaitė, Diana ; Dikčius, Vytautas
DOI 10.3846/mla.2026.25048
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Is Part of Mokslas – Lietuvos ateitis. Ekonomika ir vadyba = Science – Future of Lithuania. Economics and management.. Vilnius : Vilnius Gediminas Technical University. 2026, vol. 18, art. no. mla.2026.25048, p. [1-11].. ISSN 2029-2341. eISSN 2029-2252
Keywords [eng] virtual influencer ; credibility, authenticity ; message frame valence ; purchase intention ; factorial design of experiment
Abstract [eng] This study investigates the influence of influencers’ authenticity and credibility on purchase intention, with a focus on the differences between virtual influencers and human influencers. Using a 2×2 factorial design experiment, the research explores the mediating role of influencer authenticity in the relationship between influencer credibility dimensions (trustworthiness, expertise, and attractiveness), message credibility and consumers’ purchase intentions under the framework of the Information Adoption Model. It further examines the moderating role of the interaction of influencer types (virtual vs. human influencer) and message frame valence (positive vs. negative). The findings reveal that influencers’ perceived trustworthiness and attractiveness are positively associated with the authenticity and purchase intention, whereas expertise does not have a significant impact. Influencer authenticity consistently predicts purchase intention for both virtual and human influencers, regardless of message valence. In contrast, message credibility does not have an impact on purchase intention for virtual influencers delivering negative-framed messages, but it remains a significant antecedent in the other three conditions.
Published Vilnius : Vilnius Gediminas Technical University
Type Journal article
Language English
Publication date 2026
CC license CC license description