Human Versus Virtual: Exploring Influencer Marketing Strategies in Healthcare Services Through the Lens of Adoption, Familiarity, Connectivity, and Commercialization

Human Versus Virtual: Exploring Influencer Marketing Strategies in Healthcare Services Through the Lens of Adoption, Familiarity, Connectivity, and Commercialization

Influencer marketing has emerged as a pivotal strategy, significantly influencing consumer behaviors and attitudes. The advent of virtual influencers-digitally created entities designed to interact with real audiences-has introduced a novel dimension to this marketing approach, challenging traditional perceptions of authenticity and engagement. This shift is notably pertinent in the healthcare sector, where the impact of influencer marketing, particularly the comparative effectiveness of human versus virtual influencers, remains underexplored. Healthcare decision-making is uniquely sensitive, relying heavily on trust, credibility, and the accurate conveyance of information, making the examination of influencer types within this context critically important. This study aims to bridge the gap in current research by analyzing the differential impacts of virtual and human influencers on consumer intentions within the healthcare sector. Utilizing an online survey methodology and engaging 208 participants through Embrain, this research examines nuanced consumer responses to influencer endorsements in healthcare, focusing on variables such as adoption, connectivity, familiarity, and commercialization. By doing so, it seeks to understand how these factors influence consumer engagement and trust towards influencer-endorsed healthcare services. The findings reveal that technological affinity enhances the effectiveness of virtual influencers, especially among tech-savvy audiences, while the value of social connections significantly bolsters the role of human influencers in building trust and engaging patients. Moreover, familiarity with influencers increases their impact, whereas perceptions of commercial intent can undermine the credibility of human influencers but not affect virtual ones as severely. This study highlights the importance of authenticity and strategic content alignment in influencer marketing and suggests that a balanced approach that leverages the unique strengths of both influencer types can optimize marketing strategies in the sensitive healthcare sector. It underscores the need for marketers to continuously adapt strategies in response to evolving consumer expectations and the digital landscape, advocating for a consumer-centric approach that focuses on authenticity, transparency, and meaningful engagement to fully harness the potential of influencer marketing in promoting informed, accessible, and person-centered healthcare.