This study investigates the potential of different types of influencers, namely human influencers and virtual influencers in delivering cause-related marketing campaigns. Additionally, this research examines varying degrees of influencer-cause fit and consumer cause involvement that may influence consumer perceptions such as motive attribution, authenticity, skepticism, and attitudes toward advertising as moderators. We conducted a 2 (human vs. virtual influencer) by 2 (high vs. low influencer causal congruency) between-subjects experimental design. An online questionnaire was conducted on 400 respondents and distributed via Amazon Mechanical Turk. Participants were shown Instagram posts from human or virtual influencers conveying philanthropic activities. The results show that virtual influencers generate positive perceptions of motive attribution and authenticity while human influencers can reduce people's skepticism. These findings also suggest that the fit between influencers and cause moderates the relationship between influencer type and motive attribution but does not moderate the relationship to authenticity and skepticism. Additionally, consumer involvement with the cause moderated the relationship between motive attributions and attitudes toward the ad but did not moderate the relationship between authenticity and skepticism to attitudes toward the ad.

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Briggs, E., Peterson, M., & Gregory, G. (2010). Toward a better understanding of volunteering for nonprofit organizations: Explaining volunteers’ pro-social attitudes. Journal of Macromarketing, 30(1), 61-76.
Broadbent, E., Kumar, V., Li, X., Sollers 3rd, J., Stafford, R. Q., MacDonald, B. A., & Wegner, D. M. (2013). Robots with display screens: a robot with a more humanlike face display is perceived to have more mind and a better personality. PloS One, 8(8), e72589.
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Brønn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: an overview. International journal of Advertising, 20(2), 207-222.
Brunell, A. B., Kernis, M. H., Goldman, B. M., Heppner, W., Davis, P., Cascio, E. V., & Webster, G. D. (2010). Dispositional authenticity and romantic relationship functioning. Personality and Individual Differences, 48(8), 900-905.
Callahan, K. (2021). CGI Social Media Influencers: Are They above the FTC's Influence? J. Bus. & Tech. L., 16(0), 361.
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41.
Abidin, C. (2016). Visibility labour: Engaging with influencers’ fashion brands and# OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100.
Adkins, S. (2007). Cause related marketing: Routledge. Agnihotri, A., & Bhattacharya, S. (2021). Endorsement effectiveness of celebrities versus social media influencers in the materialistic cultural environment of India. Journal of International Consumer Marketing, 33(3), 280-302.
Agrawal, A. (2016). Why Influencer Marketing Will Explode In 2017. Retrieved from https://www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/?sh=ec03e2720a90
Ahluwalia, A. K., & Bedi, M. S. (2015). Cause related marketing: A win-win approach (a conceptual framework). Asia Pacific Journal of Research, 177-185.
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234.
Anderberg, J., & Morris, J. (2006). Authenticity and transparency in the advertising industry: An interview with John Morris. Journal of Management Development, 25(10), 1021-1023.
Andreu, L., Casado-Díaz, A. B., & Mattila, A. S. (2015). Effects of message appeal and service type in CSR communication strategies. Journal of Business Research, 68(7), 1488-1495.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
Arli, D., & Dietrich, T. (2017). Can social media campaigns backfire? Exploring consumers’ attitudes and word-of-mouth toward four social media campaigns and its implications on consumer-campaign identification. Journal of Promotion Management, 23(6), 834-850.
Arora, N., & Henderson, T. (2007). Embedded premium promotion: Why it works and how to make it more effective. Marketing Science, 26(4), 514-531.
Arsenyan, J., & Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human Computer Studies, 155(0), 102694.
Audrezet, A., De Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117(0), 557-569.
Bae, M. (2020). Role of skepticism and message elaboration in determining consumers’ response to cause-related marketing claims on Facebook brand pages. Journal of Current Issues & Research in Advertising, 41(3), 301-331.
Baklanov, N. (2019). “The Top Instagram Virtual Influencers in 2019.”. from https://hypeauditor.com/blog/the-top-instagram-virtual-influencers-in-2019/
Balaban, D., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication and Public Relations, 21(1), 31-46.
Banks, J., & Bowman, N. D. (2016). Avatars are (sometimes) people too: Linguistic indicators of parasocial and social ties in player–avatar relationships. New Media & Society, 18(7), 1257-1276.
Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248-262.
Barone, M. J., Norman, A. T., & Miyazaki, A. D. (2007). Consumer response to retailer use of cause-related marketing: Is more fit better? Journal of Retailing, 83(4), 437-445.
Basil, D. Z., & Weber, D. (2006). Values motivation and concern for appearances: the effect of personality traits on responses to corporate social responsibility. International Journal of Nonprofit and Voluntary Sector Marketing, 11(1), 61-72.
Baudier, P., de Boissieu, E., & Duchemin, M.-H. (2023). Source credibility and emotions generated by robot and human influencers: the perception of luxury brand representatives. Technological Forecasting and Social Change, 187(0), 122255.
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.
Beise‐Zee, R. (2011). Corporate social responsibility or cause‐related marketing? The role of cause specificity of CSR. Journal of Consumer Marketing, 28(1), 27-39.
Bekkers, R., & Wiepking, P. (2011). A literature review of empirical studies of philanthropy: Eight mechanisms that drive charitable giving. Nonprofit and Voluntary Sector Quarterly, 40(5), 924-973.
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186-195.
Bester, S., & Jere, M. G. (2012). Cause-related marketing in an emerging market: Effect of cause involvement and message framing on purchase intention. Journal of Database Marketing & Customer Strategy Management, 19, 286-293.
Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838-856.
Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, (0), 805-825.
Bialkova, S., & Te Paske, S. (2021). Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media? European Journal of Management and Business Economics, 30(1), 108-126.
Bigné‐Alcañiz, E., Currás‐Pérez, R., & Sánchez‐García, I. (2009). Brand credibility in cause‐related marketing: the moderating role of consumer values. Journal of Product & Brand Management, 18(6), 437-447.
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Black, T. (2019). Just a Robot Keeping It Real. tba: Journal of Art. Media, and Visual Culture, 1(1), 44-59.
Blight, M. G., Ruppel, E. K., & Schoenbauer, K. V. (2017). Sense of community on Twitter and Instagram: Exploring the roles of motives and parasocial relationships. Cyberpsychology, Behavior, and Social Networking, 20(5), 314-319.
Block, E., & Lovegrove, R. (2021). Discordant storytelling,‘honest fakery’, identity peddling: How uncanny CGI characters are jamming public relations and influencer practices. Public Relations Inquiry, 10(3), 265-293.
Boerman, S. C., & van Reijmersdal, E. A. (2020). Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship. Frontiers in Psychology, 10.
Bond, B. J., & Calvert, S. L. (2014). A model and measure of US parents' perceptions of young children's parasocial relationships. Journal of children and media, 8(3), 286-304.
Bonnevie, E., Rosenberg, S. D., Kummeth, C., Goldbarg, J., Wartella, E., & Smyser, J. (2020). Using social media influencers to increase knowledge and positive attitudes toward the flu vaccine. Plos One, 15(10), e0240828.
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Breves, P., Amrehn, J., Heidenreich, A., Liebers, N., & Schramm, H. (2021). Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers. International Journal of Advertising, 40(7), 1209-1229.
Breves, P., Liebers, N., Motschenbacher, B., & Reus, L. (2021). Reducing resistance: the impact of nonfollowers’ and followers’ parasocial relationships with social media influencers on persuasive resistance and advertising effectiveness. Human Communication Research, 47(4), 418-443.
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