Abstract
Cuteness is a sharing strategy in virtual influencer (VI) marketing, yet little is known about how VI's cuteness types influence consumer decision making. This research investigates how distinct VI cuteness types (kindchenschema vs. whimsical) influence consumers' compensatory consumption intentions. Based on self congruity theory and compensatory consumer behavior model, this research ascertains the mechanism of how VI cuteness types influence compensatory consumption across five experiments (N = 1862). Findings indicate that whimsically (vs. kindchenschema) cute VIs increase consumers' preference for compensatory products by evoking more identity threats in consumers. This effect is further disappeared when VIs have low artificial intelligence capability, or when consumers have high self-concept clarity. These insights contribute to the literature of virtual influencer marketing and compensatory consumption, offering imperative managerial guidance for marketers on leveraging VIs for effective marketing strategies.
•Introducing the cuteness types into virtual influencer marketing.•Cuteness types of virtual influencers (VIs) affect compensatory consumption.•Encountering whimsically (versus kindchenschema) cute VIs increases consumers preferences for compensatory productions endorsed by VIs through identity threat.•These effects are significant only when AI capability is high or when consumers have low self-concept clarity.