Abstract：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 is indicating 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.