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

INTRODUCTION: 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. METHODS: 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. RESULTS: 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. DISCUSSION: 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.