Virtual influencer in Fantasyland or everyday life? A serial mediation model of influencer type, source credibility, fanship, and brand attachment

Abstract

With recent advancements in computer graphics, firms and brands are increasingly utilizing virtual influencers (VIs) for endorsements. Although people are aware that VIs are fictitious entities, they engage with these digital personalities online and form relationships with them similar to those they have with human influencers. This study seeks to elucidate the impact of VI content type (fantasybased vs. reality-based) on VI’s credibility, fanship, and brand attachment. It aims to establish how people perceive different types of VI content’s background, and whether these perceptions translate into favorable reactions toward the endorsed brands. Employing social identity theory as a framework, it also uncovers the mechanisms underlying the complex relationship among VIs, brands, and consumers. Analysis of data collected from the United States indicates that the type of VI content – specifically, the distinction between fantasy-based and reality-based portrayals – significantly influences perceived VI credibility. It also highlights the crucial role of source credibility in mediating the relationship between VI content type and brand attachment. Finally, it confirms a serial mediation effect involving source credibility and fanship in the relationship between VI content type and brand attachment. These findings have significant theoretical and managerial implications.