ABSTRACT Virtual influencers have recently been examined as alternatives to human influencers, particularly in marketing contexts. Yet little attention has been paid to their communication styles. This research addresses this gap through two complementary studies focusing on pronouns. Study 1 analyzes communication from 391 virtual influencers on X and identifies four distinct pronoun‐based styles: agent‐centered, associated with high anthropomorphism; group‐centered, associated with low anthropomorphism; as well as audience‐centered and informational styles. Study 2 investigates how pronoun‐based communication style (self‐ vs. audience‐centered) and influencer type (human vs. virtual) affect audience perceptions in the context of a fitness Instagram post. The findings show that audience‐centered messages increase perceptions of anthropomorphism, particularly for virtual influencers. Anthropomorphism in turn enhances perceptions of credibility and self‐efficacy, both of which positively predict exercise intentions. Thus, pronoun‐based communication style indirectly affects persuasion outcomes through anthropomorphism rather than exerting a direct influence. Overall, our results demonstrate that realistic virtual influencers can foster credibility and motivate behavioral intentions, suggesting their potential not only for marketing but also for promoting healthier lifestyles.
Sokolova et al. (Tue,) studied this question.