Authenticity in Virtual and Human Influencer Donation Appeals: Effects of Emotional Expression and Language Style.

IF 4 2区心理学 Q1 PSYCHOLOGY, SOCIAL

Cyberpsychology, behavior and social networking Pub Date : 2026-08-01 Epub Date: 2026-06-19 DOI:10.1177/21522715261460965

LiYing Yan, Mira Lee, Seunghee Han

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引用次数: 0

Abstract

Virtual influencers (VIs) are increasingly deployed in prosocial campaigns, yet evidence regarding their effectiveness relative to human influencers (HIs) remains limited. This study examines how influencer type (VI vs. HI), emotional expression (happy vs. sad), and language style (formal vs. informal) shape perceived authenticity and subsequent donation intention. Using a 2 × 2 × 2 between-subjects experiment (N = 400, U.S. adults), we demonstrate that authenticity perceptions for HIs and VIs depend on different combinations of emotional and linguistic cues. Although HIs generally maintain an authenticity advantage, pairing happy emotion with informal language decreases perceived authenticity for HIs while enhancing perceived authenticity for VIs. Under this condition, VIs effectively reverse the typical human authenticity advantage, generating higher perceived authenticity and a favorable indirect effect on donation intention. The findings extend behavioral realism theory by showing that emotional expression and language style jointly shape authenticity perceptions of VIs while revealing distinct authenticity mechanisms for VIs and HIs.

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虚拟和真人网红捐赠呼吁的真实性：情感表达和语言风格的影响。

虚拟影响者（VIs）越来越多地部署在亲社会运动中，但有关其相对于人类影响者（HIs）的有效性的证据仍然有限。本研究探讨了影响者类型（VI vs. HI）、情绪表达（快乐vs.悲伤）和语言风格（正式vs.非正式）如何塑造感知真实性和随后的捐赠意愿。通过一项2 × 2 × 2的受试者间实验（N = 400名美国成年人），我们证明了对HIs和VIs的真实性感知取决于情感和语言线索的不同组合。虽然捐赠者总体上保持着真实性优势，但将快乐情绪与非正式语言配对会降低捐赠者的感知真实性，而提高捐赠者的感知真实性。在这种情况下，捐赠者有效地逆转了典型的人类真实性优势，产生了更高的感知真实性，并对捐赠意愿产生了有利的间接影响。研究结果进一步拓展了行为现实主义理论，表明情绪表达和语言风格共同塑造了虚拟形象的真实性感知，并揭示了虚拟形象和虚拟形象的不同真实性机制。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Cyberpsychology, behavior and social networking PSYCHOLOGY, SOCIAL-

CiteScore

9.60

自引率

3.00%

发文量

123

期刊介绍： Cyberpsychology, Behavior, and Social Networking is a leading peer-reviewed journal that is recognized for its authoritative research on the social, behavioral, and psychological impacts of contemporary social networking practices. The journal covers a wide range of platforms, including Twitter, Facebook, internet gaming, and e-commerce, and examines how these digital environments shape human interaction and societal norms. For over two decades, this journal has been a pioneering voice in the exploration of social networking and virtual reality, establishing itself as an indispensable resource for professionals and academics in the field. It is particularly celebrated for its swift dissemination of findings through rapid communication articles, alongside comprehensive, in-depth studies that delve into the multifaceted effects of interactive technologies on both individual behavior and broader societal trends. The journal's scope encompasses the full spectrum of impacts—highlighting not only the potential benefits but also the challenges that arise as a result of these technologies. By providing a platform for rigorous research and critical discussions, it fosters a deeper understanding of the complex interplay between technology and human behavior.