From anthropomorphism to prosocial intention: a PLS-SEM and fsQCA study of virtual influencers

Virtual influencers are increasingly deployed to mobilize prosocial causes, yet the mechanisms converting humanlike design into action remain under-specified. This study integrates social cognitive theory with identity perspectives to examine how anthropomorphism fosters parasocial interaction and, in turn, attitudes, environmental self-identity, and prosocial intention.

Using purposive sampling, data were collected from 209 individuals familiar with virtual activist content. The proposed model was assessed using partial least squares structural equation modeling, and the net-effect findings were complemented with fuzzy-set qualitative comparative analysis.

Anthropomorphism significantly increased parasocial interaction and attitudes toward the influencer. Parasocial interaction positively predicted attitudes, environmental self-identity, and prosocial intention. Attitudes and environmental self-identity directly predicted intention and mediated the effects of parasocial interaction. The fsQCA results identified multiple configurations associated with high intention, centered on environmental self-identity, and revealed causal asymmetry in the configurations associated with low intention.

The findings formalize activist anthropomorphism as a higher-order construct and demonstrate parallel evaluative and identity-based pathways to prosocial intention. The study extends virtual influencer research beyond commercial persuasion and offers guidance for designing credible and humanlike virtual advocates for environmental causes.