MWITA-SSCO-2026-004 · Evidence A · P1
Human and virtual influencers activated different persuasion pathways in Spain, with the human advantage in parasocial relationship larger for hedonic than utilitarian products.
What this does not establish
Path coefficients and purchase intention are not purchases or incremental revenue; stimuli covered Instagram cosmetics and supplements.
Counterevidence & uncertainty
High in-sample explanatory power coexisted with weak out-of-sample predictive relevance and nonprobability recruitment.
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.