Although there is significant evidence that virtual celebrities advertising is an effective marketing strategy,extant literature has mostly neglected two intermediate factors-the anthropomorphic perception of consumers and the persuasive source of characters.Based on the research on spokes-characters,celebrity endorsement,and anthropomorphic marketing,the authors find that the anthropomorphic tendencies and the need for uniqueness of consumers and character-consumers para-social interaction boost the attitude and behavioral intention of consumers.In addition,the need for uniqueness also has a positive influence on virtual celebrities’ persuasiveness.This finding suggests that marketers should have a keen interest in the individual differences of consumers.The uncovered results have important implications for a company implementing anthropomorphic strategies.