The characteristics of human-like virtual influencer influencing consumer behavior: Anthropomorphism and homophily in the stimulus-organism-response theory and the theory of planned behavior

Abstract

Virtual Influencers (VIs), particularly Human-like Virtual Influencers (HVIs), are becoming increasingly prominent in the global marketing landscape due to their costefficiency, controllability, and sustainability. Human-like Virtual Influencers help brands deliver targeted messages more effectively to specific audiences. As the trend grows, many studies have examined the influence of Human-like Virtual Influencers and compared them with Human Influencers (HIs). However, findings often show inconsistencies, especially regarding how consumers perceive Human-like Virtual Influencers with high levels of human-likeness. This research aims to explore the essential characteristics Human-like Virtual Influencers should have when implemented in the Vietnamese market, using two integrated theoretical frameworks: Stimulus - Organism – Response Theory (SOR) and Theory of Planned Behavior (TPB). Primary data was collected from 337 Vietnamese consumers who were aware of and had interacted with Human-like Virtual Influencers. The data was analyzed using Smart PLS. The findings indicate that both anthropomorphism and homophily positively influence purchase intention and behavior through the mediating roles of attitude, subjective norms, and perceived behavioral control from Theory of Planned Behavior. From a theoretical perspective, the study contributes to expanding knowledge about Human-like Virtual Influencers and adds cultural diversity to this research domain. From a practical perspective, it provides suggestions for businesses aiming to enter emerging markets like Vietnam - highlighting the need to design Human-like Virtual Influencers that resonate with local consumers to optimize marketing campaign success and support sustainab le growth.