The Effects of External and Internal Human Similarity of Virtual Human Influencers on Generation Z’s Policy eWOM Intention in Public Policy Promotion: Focusing on the Moderating Role of Trend Innovativeness

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This research explores how the similarity of virtual human influencers impacts Generation Z's intention to spread information about public policies online.
Participants: 191 Generation Z individuals (ages 19-29)
Intervention: Viewing a 40-second promotional video featuring the virtual influencer 'YTY' and completing an online survey
Analysis of the impact of external/internal similarity on eWOM intention with consideration of trend innovativeness.
External and internal similarity of the virtual influencer positively affects Generation Z's eWOM intention (p<0.05).
Trend innovativeness significantly moderates the relationship between external similarity and eWOM intention, as well as the relationship with internal similarity.
The influence of similarity is only significant in groups with high trend innovativeness, indicating that greater trend innovativeness enhances the effect.

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Examines how virtual human influencers' characteristics affect eWOM intentions in Generation Z, suggesting practical policy communication strategies.

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Yoonhee Kim (2026) studied this question.

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