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International Journal of Interdisciplinary Research

Table 6 Summary of hypothesis test results (H7 – H9)

From: Fake human but real influencer: the interplay of authenticity and humanlikeness in Virtual Influencer communication?

Hypotheses

Number of likes

Number of comments

H7: humanlikeness → Engagement

Supported

Supported

H8: operator type → Engagement

Supported

Supported

H9a: emotion (positive) → Engagement

Rejected

Rejected

H9b: emotion (negative) → Engagement

Supported

Supported

H9c: pronouns (“we”) → Engagement

Rejected

Supported

H9d: pronouns (“you”) → Engagement

Supported

Supported

H9e: punctuation (“?”) → Engagement

Supported

Supported

H9f: punctuation (“!”) → Engagement

Supported

Supported