An investigation into influencers’ persuasiveness based on users’ perception of the virtual identity under stereotype content model

Artificial intelligence and professional Multi-Channel Network have enabled virtual influencers relying on algorithms and professional management to become the novel type of influencer and to attract the attention of both social media users and marketers. This research explores whether social media users can perceive humanlike virtual influencers’ nature, users’ attitude towards virtual influencers, and the persuasiveness impact of influencers on users. The investigation includes social media users’ consciousness of influencers and users’ evaluation of influencers from warmth and competence dimensions in the Stereotype Content Model based on three key influencer characteristics: authenticity, credibility, and expertise. This research has compared 2 group results to achieve its purposes. In the overall study, participants are divided into high group (know the influencer’s virtual nature) and low group (perceive the virtual influencer as human). The results indicate that all the three influencer characteristics can affect the two SCM dimensions, and both dimensions can significantly affect message upsurge, which eventually impacts virtual influencer’s persuasiveness in a significant way.