Unveiling the Impact of Virtual Influencers, Appeals, and Brand Familiarity on Purchase Intentions
Nguyen Ba Phong (a)

a) College of management, Da-Yeh University, Dacun Township, Changhua County, Taiwan

Abstract

This study explores the impact of human-like and anime-like virtual influencers as endorsers on purchase intention. The research employs a methodical approach, utilizing designed images within a series of experiments. These experiments serve to evaluate the effect between various virtual influencers, advertising appeals, and the level of familiarity consumers have with endorsed brands. Experiment 1 reveals differences in perceived social distances between the two types of virtual influencers. Experiment 2 and 3 demonstrates a positive purchase intention when there is a fit between virtual influencers, advertising appeals, and brand familiarity. In an era where the influence of virtual entities on consumer behavior is increasingly prominent, this study provides a timely and relevant contribution to the evolving landscape of advertising. The research findings can offer valuable contributions and implications for marketers and advertisers.

Keywords: Advertising appeals, Brand familiarity, Construal level theory, Virtual influencer

Topic: Business and Economic