Metahuman social media influencers and the endorsement of cultural city brands

Purpose: This study compares the effectiveness of metahuman and human social media influencers in promoting cultural city brands. It examines how metahuman influencers shape tourists’ brand loyalty through brand charisma and reputation, and whether brand familiarity moderates the link between social media influencer type and brand charisma.

Design/methodology/approach: We conducted two randomised, between-subjects online experiments, each set in a different UNESCO World Heritage city (Rome and Safranbolu) and on a distinct platform (Instagram and Facebook).

Findings: Metahuman influencers had a greater positive effect on tourists’ loyalty than human influencers. Brand charisma emerged as the key driver, operating in sequence with brand reputation, whereas reputation alone did not significantly mediate the relationship. The influence of metahuman influencers on brand charisma diminished when people were already familiar with the cultural city brand.

Research limitations/implications: The findings are based on controlled experiments with non-probability online samples, which limits generalisability. Future research should incorporate real social media interaction data and behavioural measures, revalidate the charisma construct and examine how charisma relates to brand image and brand equity.

Practical implications: Metahuman social media influencers can help lesser-known cultural city brands build brand charisma and loyalty. Marketers can use AI tools to identify target audiences where metahumans will be most effective and tailor campaigns accordingly.

Social implications: Metahuman social media influencers offer a scalable and innovative approach to promoting cultural city brands globally, thereby supporting lesser-known cities in attracting new visitors.

Originality/value: This study is among the first to demonstrate that metahuman social media influencers can build brand loyalty through a sequential pathway: elevating brand charisma, which then strengthens brand reputation and, in turn, loyalty. Grounded in Social Influence Theory and Meaning Transfer Theory, the study provides clear, context-specific insights for influencer strategy in social media advertising for cultural city brands, within the context of metahuman influencers.