Effects of influencer type on customer evaluations (Study 1: Cosmetics)

This dataset was collected through an online survey. The respondents were recruited and surveyed using the online survey tool Freeasy. The survey was conducted between February and March 2025. In addition to the dependent variables (influencer attractiveness: IA; attitude toward the advertisement: AA; brand attitude: BA; purchase intention: PI), the survey included questions on influencer type (1: human, 2: virtual), anthropomorphic tendency (AT), and product knowledge (PK) as independent variables. The control variables of age, household income, and curiosity (CU) were also measured. The respondents were presented with a fictitious advertisement (image stimulus) containing a human or virtual influencer and hedonic products (cosmetics) and were asked to answer the questionnaire items. The data reflect valid responses that correctly identified the type of influencer for the presented stimuli.