Virtual influencers’ anthropomorphism, consumer engagement and/or well-being

Purpose This study aims to examine the impact of virtual influencers’ anthropomorphism on consumer engagement and well-being, along with its underlying mechanisms and boundary conditions. Design/methodology/approach Conducted through two studies, the first study analyses data from 109 virtual influencers on Instagram, comprising 21,745 posts. It evaluates the direct effects of virtual influencers’ anthropomorphism (high vs low) on consumer engagement and well-being while also investigating the moderating roles of virtual influencers’ characteristics, such as size (micro vs macro) and agency (independent vs brand-owned). The second study, a randomised experiment involving 643 participants, validates the findings of the first study and explores the mediating role of upward social comparison. Findings The results of the first study reveal that high (vs low) virtual influencers’ anthropomorphism significantly increases consumer engagement while reducing consumer well-being, with virtual influencers’ characteristics moderating these relationships. The second study further confirms these direct and indirect effects, demonstrating that upward social comparison mediates the impact of virtual influencers’ anthropomorphism on consumer engagement and well-being. Practical implications This study highlights the complex effects of virtual influencers’ anthropomorphism, offering important insights for marketing managers and encouraging policymakers to safeguard consumer well-being, particularly among younger audiences, in virtual influencer marketing. Originality/value To the best of the authors’ knowledge, this study is among the first to examine both the bright and dark sides of virtual influencers, illustrating how they can enhance consumer engagement while simultaneously diminishing well-being.