Should your brand hire virtual influencers? How realism and gender presentation shape trust and purchase intentions

Virtual influencers (VIs), a natural progression in the AI gold rush in marketing, are becoming increasingly humanlike thanks to the advancements in generative-AI and natural language processing (NLP). This study ( N = 710), guided by an integrated framework combining the Technology Acceptance Model (TAM), Parasocial Relationships (PSR), and Extended Privacy Calculus Model (EPCM), explores how perceived realism (form and behavioral) of VIs influences consumers' trust, brand attitudes, and purchase intentions, with gender presentation moderating these effects. Findings reveal that form (visual) realism boosts perceived usefulness, while behavioral (communication) realism enhances perceived ease-of-use. These functional affordances, along with social factors (presence, cognition, enjoyment), influence trust in VIs. Privacy concerns negatively shape trust, which, in turn, impacts purchase intentions through brand attitudes. These effects are stronger for male VIs. Findings support the PSR-based perspective, highlighting that consumers treat VIs as social actors and apply human social norms in brand-specific interactions. • Perceived realism of virtual influencers (VIs) impacts trust, brand attitudes, and purchase. • Male virtual influencers yield stronger effects on consumer trust and purchase decisions. • Functional (usefulness) and social (enjoyment) affordances enhance trust in VI brand endorsements. • Privacy concerns undermine trust and reduce purchase via negative brand attitudes. • Consumers apply human social norms to VIs, consistent with CASA and parasocial relationships frameworks.