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Purpose This study examines how virtual influencers' social attributes shape consumer trust and persuasion outcomes. Drawing on the Robotic Social Attributes Scale, we investigate how warmth, competence, and discomfort influence trust, which then affects endorsement attitudes and purchase intentions. We also test perceived agency as a boundary condition that shapes how consumers interpret these social cues. Design/methodology/approach A self-administered online survey was conducted with 681 Instagram users. Participants selected one of ten prominent virtual influencers identified through industry reports, reviewed the influencer's Instagram content, and then evaluated three authentic endorsement posts. Structural equation modeling was employed to test the proposed relationships. Findings Competence strengthened trust, whereas discomfort reduced it. Trust subsequently predicted endorsement attitudes and purchase intentions and mediated the effects of competence and discomfort on both outcomes. Warmth did not directly predict trust, but perceived agency moderated the relationship between warmth and trust. Specifically, warmth became a stronger basis for trust when the virtual influencer was perceived as having a higher level of agency. Originality/value This study advances theory by integrating the concepts of robotic social attributes, trust, and perceived agency into a holistic persuasion framework for virtual influencers. The findings clarify which social cues build or undermine trust and show how agency changes the meaning of warmth in trust formation. The results offer practical guidance for designing and deploying virtual influencers in marketing contexts.
Fanjue Liu (Tue,) studied this question.