Virtual faces, real bonds: perceived autonomy and brand attitude in hospitality

Purpose Virtual influencers are gaining increasing attention in both academic and industry contexts; however, their personal attributes, particularly their perceived autonomy, and the construction of their social personas remain under-explored. This study investigates the effectiveness of virtual influencers in hospitality and tourism brand endorsements, with a particular focus on how consumers perceive virtual influencers’ autonomy as a distinct personality trait. The purpose of this study is to understand how perceived autonomy influences brand attitudes. Design/methodology/approach The authors conducted one pretest and two experiments, involving a total of 699 participants. The pretest used open-ended survey questions to explore how consumers perceive virtual influencers’ autonomy and their attitude toward virtual influencer endorsed brands. Studies 1 and 2 used experimental designs to test hypotheses about the relationship between virtual influencers’ perceived autonomy and brand attitudes, drawing on the meaning transfer model to understand the underlying mechanisms. Findings This study finds that virtual influencers with low perceived autonomy lead to more positive consumer attitudes toward endorsed brands. Self-connection with virtual influencers is identified as a key mediator in this relationship. Additionally, consumers’ need for uniqueness moderates both the direct and indirect effects aforementioned, with higher autonomy resonating more with high-need for uniqueness consumers and lower autonomy appealing to those with low-need for uniqueness. Practical implications The findings offer practical insights for hospitality and tourism brands, suggesting that the perceived autonomy of virtual influencers should be carefully considered when selecting influencers. Aligning virtual influencers’ autonomy with consumer preferences, such as need for uniqueness, can enhance brand attitude. Originality/value This research contributes to the emerging field of virtual influencer marketing by introducing the concept of perceived psychological autonomy and examining its impact on consumer−brand relationships in the hospitality and tourism industry. By examining consumers’ need for uniqueness as a key boundary condition and identifying self-connection with virtual influencers as an alternative mechanism underlying the negative impact of perceived autonomy, this study highlights the unique dynamics between virtual influencers and consumers, which differ from traditional human influencers.