Maximizing the Consumer Connection: Avatars, Emotions, and Effective Virtual Influencer Advertising

Abstract Purpose : This study aims to investigate the impact of virtual influencer type (avatar vs. composite) and advertising appeal type (informational vs. emotional) on consumer purchase intent within digital advertising contexts. It also examines the mediating roles of perceived credibility and parasocial interaction in influencing consumer behavior. Design/methodology/approach : A 2 × 2 between-subjects experiment was conducted with 250 participants exposed to simulated advertisements featuring virtual influencers. The experiment manipulated influencer type (avatar or composite) and ad appeal type (informational or emotional). Participants’ responses on purchase intent were measured alongside assessments of perceived credibility and parasocial interaction. Findings : Results indicate that avatar influencers engendered higher levels of perceived credibility and stronger parasocial relationships compared to composite influencers. Emotional appeals consistently outperformed informational appeals across both influencer types in terms of enhancing purchase intent. Perceived credibility was found to have a more substantial mediating effect on purchase intent than parasocial interaction. Originality : This research contributes to the emerging field of virtual influencer marketing by offering insights into the differential impacts of influencer type and advertising appeal type on consumer behavior. The study underscores the effectiveness of emotional storytelling when paired with avatar influencers, suggesting novel strategies for optimizing virtual influencer advertising campaigns in digital environments. The findings provide both theoretical advancements and practical implications for marketers aiming to leverage virtual influencers in contemporary social media marketing strategies.