Bridging the virtual and real: emotional engagement in virtual influencer endorsements

Purpose This study aims to investigate the emotional dynamics underpinning fan engagement in virtual influencer endorsements, using the Chinese virtual idol Luo Tianyi as an illustrative case. Design/methodology/approach This study uses a phenomenological approach to explore fan behavior in virtual influencer endorsements, focusing on Luo Tianyi. In-depth interviews capture fans’ authentic emotions and perceptions, while a netnographic analysis of online communities provides additional contextual insights. This combined methodology offers a comprehensive understanding of fans’ emotional engagement and purchasing behaviors. Findings The research identifies authenticity, entertainment value and esthetic appeal as critical antecedents that capture attention and cultivate emotional attachment. Intimate interactions during the stages of interest and desire amplify emotional resonance and reinforce cognitive consistency, ultimately facilitating brand recognition and purchase intention. These fans actively coconstruct the virtual influencer ecosystem – functioning simultaneously as content producers, disseminators and consumers – through feedback, content sharing and purchase behaviors. Originality/value This research contributes novel theoretical insights by unpacking the emotional mechanisms driving engagement with virtual influencers. It demonstrates how virtual influencers forge deep emotional bonds with fans and offers a strategic framework for brands to align more effectively with the emotional and value-oriented dimensions of their target audiences. This dual alignment – emotional and axiological – can enhance user engagement, sustain long-term brand-fan interactions and ultimately offer brands a competitive advantage in an increasingly saturated marketplace.