Unveiling the Power of Virtual Influencers: Impact of Content and Credibility on Consumer Engagement and Purchase Intentions

This study investigates the impact of virtual influencers (VIs) on consumer engagement and purchase intention in social media marketing by examining how VIs’ marketing efforts and individuals’ tendencies for online social interaction influence engagement with VI-related content on social media. Additionally, it explores the role of influencer type (human vs. virtual) and characteristics (expertise and trustworthiness) in purchase intention. Through two empirical studies, the effectiveness of VIs was assessed: Study 1 established baseline effects and explored the influence of VI content on social media engagement (SME), while Study 2 investigated how the type of influencer (human vs. virtual) moderates the interactive effects between social media influencers’ characteristics (expertise and trustworthiness) and purchase intention. The findings indicate that VI content positively impacts SMEs and purchase intention, but the influencer type does not significantly explain the relationship between endorser characteristics and purchase intention. Our findings highlight that brands should assess VIs’ traits before integrating them into social media marketing strategies. Additionally, we provide insightful recommendations for fostering effective collaboration with VIs in marketing endeavors targeting consumers.