The Impact of Virtual Influencer’s Characteristics on Brand Attitude : The Mediating Effect of Parasocial Interaction

Purpose: This study explores the distinctive characteristics of virtual influencers compared to human influencers and examines how parasocial relationships with human consumers affect brand attitude. The hypothesis suggests that virtual influencers can overcome social distance barriers, emphasizing their role in fostering engagement. Research design, data and methodology: A structural model based on the source credibility model and unique traits of virtual influencers analyzes these dynamics. An online survey conducted in April 2024 garnered responses from 286 participants. Results: Findings reveal that virtual influencers positively impact parasocial interactions, which in turn enhance parasocial relationships and brand attitudes. However, the proposed effect of novelty on brand attitude through parasocial interaction was not statistically supported. Conclusions: This study highlights the unique attributes of virtual influencers, such as anthropomorphism, empathy, and novelty, which enhance consumer engagement through parasocial interactions and influence brand attitude. It provides a comprehensive framework for leveraging virtual influencers in marketing, offering significant advantages in maintaining consistent brand messaging and reducing risks associated with human influencers.