Influencer marketing enhances brand visibility and shapes consumer decisions. With recent advances in technology, virtual (non-human) influencers have emerged alongside human influencers, raising questions about whether their impact on consumer behaviour differs. Using the stimulus–organism– response (SOR) framework, the study used an explanatory sequential mixed-methods design. Results show that human influencers hold an advantage over virtual influencers. Both positively affect brand love, which mediates their impact on brand advocacy, brand fidelity and electronic word of mouth (eWOM). This study offers insights for fast fashion firms on when and how to utilise human and virtual influencers effectively. This research pioneers the integration of human and virtual influencers within the SOR framework, offering a tested model that advances the understanding of how brand advocacy, fidelity and eWOM are shaped in the context of Instagram marketing.
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