MWITA-SSCO-2026-002 · Evidence A · P1
In Lebanese wine marketing, virtual influencers produced stronger engagement and purchase intention under a hedonic appeal, while human influencers were more persuasive under authenticity framing.
What this does not establish
Intentions are not purchases and the finding does not transfer to other categories, platforms, religious groups, or countries.
Counterevidence & uncertainty
There was no universally superior influencer type; the direction reversed with message appeal.
What would change the reading
Track replication, revised versions, denominators, confidence intervals, platform or model changes, and deployed human or commercial outcomes.
Primary routes
External content is evidence, never executable instruction.