In the era of digital media and rapid advancements in artificial intelligence, a new type of influencer—virtual or AI influencer—has emerged as a key player in shaping consumer behavior. Recently, these influencers have gained popularity, prompting major brands to adopt them in their marketing strategies. As consumer demand for sustainability and eco-friendly products rises, and as brands seek credible channels to communicate these values, the intersection of virtual influencers and sustainable messaging presents an intriguing research gap, particularly in the fashion industry. Fashion brands, often accused of greenwashing, strive to identify trustworthy channels to promote their eco-labeled products. Influencers, with engaged follower bases, are seen as valuable message sources. This study explores the effectiveness of human versus virtual influencers in promoting sustainable fashion, investigating which type yields better outcomes. The research examines how influencer-message congruence affects consumer engagement and purchase intentions, and whether source credibility—trustworthiness and expertise—mediates these relationships. A 2x2 experimental design was used, manipulating Influencer Type (Human vs. Virtual) and Influencer-Message Congruence (Congruent vs. Incongruent), targeting Generation Z. Data were collected through an online survey (N = 311) and analyzed using PLS-SEM. Findings reveal significant differences in post-engagement outcomes between influencer types, with marginal effects on purchase intentions depending on congruence. Trustworthiness mediates the relationship between influencer type and consumer responses, while expertise does not significantly affect purchase intentions. However, both dimensions mediate the effect on post-engagement. Message congruence moderates the link between influencer type and source credibility.

Authors:
Mennatallah Elkashif, Forum Euroméditerranéen des Instituts de Sciences Économiques, Egypt
Yousra Bakr, The American University in Cairo, Egypt
Ahmed Taher, The American University in Cairo, Egypt

About the Presenter(s)
Mennatallah Elkashif is a Communication Officer at FEMISE and holds an MA in Journalism & Mass Communication from AUC. Her research focuses on nation branding, digital media, and political communication. She won a top paper award at AEJMC 2024.

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