| Abstract [eng] |
This dissertation examines how virtual and human influencer characteristics shape consumers’ attitudes toward products and purchase intention. Drawing on the Information Adoption Model, Theory of Reasoned Action and Hofstede’s cultural dimensions, it analyses trustworthiness, expertise, attractiveness, authenticity, homophily, parasocial interactions and influencer–product congruence. The empirical study uses an online survey and a 2 × 2 × 2 between-subjects design manipulating influencer type, message-frame valence and product type. The final analysis includes 927 valid responses from Lithuania, Spain and China. The findings show that human influencers have advantages in credibility- and relationship-based characteristics, especially trustworthiness, expertise, authenticity, homophily and parasocial interactions, whereas virtual influencers can be evaluated similarly in attractiveness and influencer–product congruence. Cultural masculinity significantly weakens the human-influencer advantage in perceived trustworthiness, expertise, authenticity, homophily and parasocial interactions, but not in attractiveness or influencer–product congruence. The interactions of influencer type with message framing and product type further condition persuasive outcomes. The dissertation contributes to influencer marketing theory by clarifying when virtual influencers can function similarly to human influencers and when their persuasive effectiveness is limited. |
