The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the Elderly

Digital endorsers are already utilized extensively in various businesses. The major objective of the current study was to find out the impact of image realism of digital endorsers on the purchase intention of gift products for the elderly. We investigated this issue through three online experiments. Study 1 (n = 205) found that cartoon digital endorsers (vs. realistic digital endorsers) generate higher purchase intention for the product. Study 2 (n = 175) showed that perceived social value plays a mediating role in the relationship between the image realism of digital endorsers and purchase intention. Study 3 (n = 127) demonstrated the moderating role of information framing in the relationship between the image realism of digital endorsers and purchase intention. In all, our research extends the previous literature on digital human endorsements and advertising of elderly products and provides several managerial implications for consumers and marketers.

Automated summary

Digital endorsers are widely used in various industries. This study aimed to examine the impact of image realism of digital endorsers on the purchase intention of gift products for the elderly. Three online experiments were conducted. Study 1 found that cartoon digital endorsers generated higher purchase intention compared to realistic digital endorsers. Study 2 revealed that perceived social value mediated the relationship between image realism of digital endorsers and purchase intention. Study 3 demonstrated the moderating role of information framing. Overall, this research contributes to the literature on digital human endorsements and advertising of elderly products and provides managerial implications for marketers and consumers.