Grounded in Construal Level Theory, this study investigates how the interaction between influencer type (human influencers, human-like virtual influencers, and non-human character virtual influencers) and message type (desirability vs. feasibility) affects consumers’ intentions to participate in corporate social responsibility (CSR) initiatives. It also examines the mediating role of processing fluency in explaining these effects. The results reveal that, under a feasibility-focused message, both human influencers and human-like virtual influencers significantly increase CSR participation intentions compared to non-human character virtual influencers. Moreover, human influencers elicit more favorable responses than humanlike virtual influencers. Under a desirability-focused message, non-human character virtual influencers lead to higher participation intentions than human-like virtual influencers. However, there is no significant difference between human influencers and non-human character virtual influencers in this condition. Finally, the analysis confirms that processing fluency mediates the interaction between influencer type and message type. This mediating effect emerges specifically in the non-human character virtual influencer condition, where message type moderates the influence on CSR participation intentions.