Attractiveness vs similarity: how attributes of AI-based virtual influencers impact credibility, parasocial interaction and purchase intentions of social-media users

Purpose Virtual influencers (VIs) are a rising force in shaping online user engagement and consumer behavior because, unlike traditional influencers, a VI offers freedom for creativity and provides unique opportunities for brands to control their messaging and advertisements meticulously. Therefore, this study investigates the influence of VI’s attributes, including interest similarity, language similarity, physical attractiveness, social attractiveness, and attitude homophily, on their credibility perception and parasocial interaction (PSI) and, subsequently, their effect on willingness to follow recommendations and intention to purchase fashion products promoted by these digital personas on Instagram. Design/methodology/approach This study collected primary data from 332 Indian Instagram followers of virtual influencers using a structured questionnaire. Subsequently, the analysis was performed using structural equation modeling (PLS-SEM). Findings The perceived credibility of VIs was significantly influenced by their social attractiveness, physical attractiveness, and attitude homophily, while users’ PSI with VIs was significantly influenced by interest similarity, language similarity, physical attractiveness, and attitude homophily. Furthermore, the study found that willingness to follow VI’s recommendations is influenced by credibility and parasocial interaction, while intention to purchase fashion products is influenced by credibility alone. Originality/value There is a dearth of studies that explore the influence of VI’s attributes and characteristics on social media users’ behavioral intentions in the context of fashion products. Therefore, this study addresses this gap by exploring the persuasive power of VIs on Instagram through the lens of the CASA framework.