Virtual consumers’ needs gratified by virtual influencers and their impact on self-expansion, brand identification and purchase intention

Purpose Virtual influencers (VIs) are increasingly used for brand endorsements. While consumer interaction with VIs is growing, little is known about the motivations behind these interactions and how they influence consumer behavior. Design/methodology/approach Data were collected through an online survey of 298 users who interact with VIs. The model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings Consumers interact with VIs to satisfy their intellectual, novelty, entertainment and social needs. These needs positively influence self-expansion, which in turn enhances brand identification and purchase intention. Research limitations/implications This study is limited by its cross-sectional design, reliance on self-reported data, and focus on predominantly individualistic respondents in the UK. Future studies should examine cross-cultural samples, employ longitudinal or experimental designs to establish causality, and explore additional psychological mechanisms that might shape consumer-VI interactions. Practical implications The findings of this study can help marketers and VI developers understand how to use VIs to enhance consumer interaction and stimulate purchase intention. Social implications: VIs are shaping new forms of consumer-brand interaction and raising important questions about identity, technology and trust in AI-driven media. Social implications VIs are shaping new forms of consumer-brand interaction and raising important questions about identity, technology and trust in AI-driven media. Originality/value This study is the first to integrate uses and gratifications (U&G) theory with self-expansion theory to explain the psychological and behavioral effects of VI interaction, offering a novel framework for understanding digital consumer engagement.