000132458 001__ 132458 000132458 005__ 20240311111225.0 000132458 0247_ $$2doi$$a10.1016/j.jbusres.2023.114493 000132458 0248_ $$2sideral$$a137565 000132458 037__ $$aART-2024-137565 000132458 041__ $$aeng 000132458 100__ $$0(orcid)0000-0002-2291-1409$$aBelanche, Daniel$$uUniversidad de Zaragoza 000132458 245__ $$aHuman versus virtual influences, a comparative study 000132458 260__ $$c2024 000132458 5060_ $$aAccess copy available to the general public$$fUnrestricted 000132458 5203_ $$aInfluencer marketing aims to promote brands and influence consumer decisions, and recent technological advances have created options for non-human, virtual influencers. Such developments suggest the need to determine whether the effects of virtual influencers on consumer decisions differ from those of human influencers, depending on the type of product they are promoting. With a 2 (virtual vs. human influencer) × 2 (utilitarian vs. hedonic product) experimental design, using Instagram influencer posts and data from 275 participants, the current research establishes that the type of influencer does not affect intentions to adopt recommendations. But the influence process varies by type of influencer: Virtual influencers’ recommendations appear more useful, especially for utilitarian products, but consumers identify more with human influencers’ posts. Both usefulness and identification increase intention to adopt influencers’ recommendation. Overall, these results suggest that, while virtual influencers should endorse utilitarian products, human influencers should be hired to endorse hedonic products. 000132458 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/LMP51-21$$9info:eu-repo/grantAgreement/ES/DGA/S20-23R$$9info:eu-repo/grantAgreement/ES/MINECO/PID2019-105468RB-I00 000132458 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/ 000132458 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000132458 700__ $$0(orcid)0000-0002-9643-2814$$aCasaló, Luis V.$$uUniversidad de Zaragoza 000132458 700__ $$0(orcid)0000-0002-1232-9706$$aFlavián, Marta$$uUniversidad de Zaragoza 000132458 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000132458 773__ $$g173 (2024), 114493 [13 pp.]$$pJ. bus. res.$$tJournal of Business Research$$x0148-2963 000132458 8564_ $$s1332216$$uhttps://zaguan.unizar.es/record/132458/files/texto_completo.pdf$$yVersión publicada 000132458 8564_ $$s2587105$$uhttps://zaguan.unizar.es/record/132458/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000132458 909CO $$ooai:zaguan.unizar.es:132458$$particulos$$pdriver 000132458 951__ $$a2024-03-11-09:51:46 000132458 980__ $$aARTICLE