The influence of virtual influencers’ credibility and self-congruity on fashion brand perception and purchase intention

Purpose Guided by the source credibility model and reference group theory, this study proposed a theoretical framework to uncover the mechanisms of effective social media influencer marketing. Specifically, the research investigated the impact of virtual social media influencers’ (VSMIs) source credibility and self-congruity on brand image and trust associated with the VSMIs’ endorsement, subsequently influencing purchase intention toward the brand. Design/methodology/approach The present study utilized a between-subjects experimental design. Two distinct Instagram ads were created to represent VSMIs’ endorsements for fast fashion and luxury fashion brands. Female participants aged 18–25 were randomly assigned to view one of the two Instagram ads. Data were collected through an online survey administered via Qualtrics software, with 166 participants completing the survey. Findings The results of structural equation modeling revealed that source credibility significantly impacts brand image and trust associated with the VSMIs’ endorsement. Conversely, self-congruity notably enhances brand image but does not directly influence trust in a fashion brand endorsed by the influencer. Brand image significantly affects trust in a fashion brand endorsed by the influencer, which subsequently influences purchase intention toward the fashion brand. The effects of VSMI characteristics remain consistent across both fast fashion and luxury fashion brands. Both brand image and trust mediate the relationship between the attributes of VSMIs and purchase intention toward the fashion brand endorsed by the influencer. Originality/value This study contributes to the influencer marketing literature by identifying VSMI attributes that shape source credibility and self-congruity, which are vital in influencer marketing. The findings offer theoretical and practical implications, particularly for fashion brand managers. The study provides valuable insights into curating social media content, emphasizing the strategic advantages of partnering with VSMIs and avoiding misalignments that could damage brand image or trust.