Short answer
Match the influencer type to the product's core appeal: virtual for function, human for feeling.
- Field
- Innovation & Markets
- Source
- Journal of Business Research (2024)
- Method
- Experimental design
- Sample
- 275 participants
- Evidence
- Moderate effect
The effectiveness of influencer marketing shifts based on whether the influencer is virtual or human and the product's nature (utilitarian vs. hedonic). This innovation & markets research insight is drawn from a 2024 study published in Journal of Business Research. Using Experimental design with 275 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Match the influencer type to the product's core appeal: virtual for function, human for feeling.
Virtual Influencers Drive Adoption for Utilitarian Products, Human Influencers for Hedonic
The effectiveness of influencer marketing shifts based on whether the influencer is virtual or human and the product's nature (utilitarian vs. hedonic).
Journal of Business Research · 2024
Key Findings
- 01The type of influencer (virtual vs. human) did not significantly affect overall intentions to adopt recommendations.
- 02Virtual influencers' recommendations were perceived as more useful, particularly for utilitarian products.
- 03Consumers identified more strongly with human influencers' posts.
- 04Both perceived usefulness and identification with the influencer increased the intention to adopt recommendations.
Application
Design takeaway
Match the influencer type to the product's core appeal: virtual for function, human for feeling.
How to apply
When developing a marketing strategy for a new product, analyze whether its primary appeal is functional or emotional, and then select a virtual or human influencer accordingly.
Project actions
- 01Consider testing different influencer types (e.g., AI-generated vs. real person) in your design project.
- 02Evaluate how product type (e.g., functional tool vs. aesthetic accessory) impacts user perception of different influencer types.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Experimental design allows for causal inferences.
- +Investigates a novel and relevant area of influencer marketing.
Limitations
The specific virtual influencer used might have unique characteristics that influenced results. The study did not explore long-term effects of influencer marketing.
Reliability & validity
The use of an experimental design with controlled variables enhances internal validity. Reliability would depend on the consistency of participant responses and the replicability of the stimuli.
Think critically
To what extent does the perceived authenticity of a virtual influencer influence its effectiveness compared to a human influencer, and how might this evolve as virtual influencer technology advances?
Design Principles
"Align influencer persona with product category to optimize consumer perception and adoption."
Understanding these nuanced differences allows brands to strategically allocate marketing budgets and select the most appropriate influencer type to maximize engagement and drive consumer adoption for specific product categories.
What This Means for Your Design
Virtual influencers are good for selling practical things because people think they are more useful, but people feel more connected to real human influencers, which is better for selling fun or luxury items.
How to use in your project
- 1.Use this research to justify the choice of influencer or promotional strategy in your design project, linking it to user perception and adoption.
Add to My Project
Quick Cite
Paragraph starter
Research by Belanche, Casaló, and Flavián (2024) indicates that virtual influencers are perceived as more useful for utilitarian products, while human influencers foster greater identification, impacting consumer adoption intentions. This suggests that the strategic selection of influencer type, aligned with product category, is crucial for effective marketing campaigns.
Source
Journal of Business Research
Human versus virtual influences, a comparative study
journal · 2024
View sourceQuestions About This Research
- What does the research say about virtual influencers drive adoption for utilitarian products, human influencers for hedonic?
- Match the influencer type to the product's core appeal: virtual for function, human for feeling. Evidence: Journal of Business Research (2024).
- Why does "Virtual Influencers Drive Adoption for Utilitarian Products, Human Influencers for Hedonic" matter for design?
- Understanding these nuanced differences allows brands to strategically allocate marketing budgets and select the most appropriate influencer type to maximize engagement and drive consumer adoption for specific product categories.
- How can designers apply this research?
- Match the influencer type to the product's core appeal: virtual for function, human for feeling.
- What were the main findings?
- The type of influencer (virtual vs. human) did not significantly affect overall intentions to adopt recommendations.. Virtual influencers' recommendations were perceived as more useful, particularly for utilitarian products.. Consumers identified more strongly with human influencers' posts.. Both perceived usefulness and identification with the influencer increased the intention to adopt recommendations.
- What research method was used?
- Experimental design with 275 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2024 journal from Journal of Business Research.
- What should I do differently in my next project?
- When developing a marketing strategy for a new product, analyze whether its primary appeal is functional or emotional, and then select a virtual or human influencer accordingly.
- What are the limitations?
- The study focused on Instagram and may not generalize to other platforms or influencer formats. The specific characteristics of the virtual and human influencers used could also influence results.