Human-like Virtual Influencers and Consumer Purchase Behaviour: An Empirical SEM-based Investigation of Engagement and Emotional Mechanisms

The development of artificial intelligence (AI) has transformed influencer marketing by introducing human-like virtual influencers (HVIs) that provide brands with new avenues of controlled and scalable digital promotion. However, there is a paucity of empirical studies on how consumers process and react to these AI-generated personas. This research article is based on the stimulus–organism–response (SOR) framework and Uses and Gratifications Theory (UGT), and examines the influence of core HVIs attributes in driving consumers to purchase, namely visual appeal (VA), social attraction (SA), cognitive response (CR) and perceived enjoyment (PE) as a primary psychological process, and parasocial interaction (PSI) as a primary means of interaction. Making use of quantitative structural modelling, results reveal that SA, CR and PE have a significant influence on PSI, whereas a decisive role on purchase-related urge is played by CR. On the other hand, visual effects and parasocial relationships are not enough to cause purchase intentions. This research adds to the literature on VIs by explaining the unique functions of emotional connection and cognitive evaluation. It offers practical recommendations to companies that implement AI-based influencer marketing on online markets.