“Virtual bonds and actual transactions”
Investigating the impact of virtual influencers' credibility on buying behavior through virtual engagement
Bibliographic Data
| ID | 21696024 |
|---|---|
| Authors | Durgesh Agnihotri (0000-0001-5547-2580), Pallavi Chaturvedi (0000-0002-1545-9266, Amity University), Vikas Tripathi (0000-0001-6103-1052) |
| Year | 2025 |
| Volume | 29 |
| Issue | 1 |
| Pages | 35-52 |
| Publication date | 2025-03-11 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Communication Management (JOURNAL) |
| Journal identifiers | ISSN: 1363-254X • E-ISSN: 1478-0852 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/jcom-02-2024-0035 |
| OpenAlex | W4401100998 |
| Language | EN |
| Citations received | 9 |
| References cited | 81 |
Purpose This research makes an effort to empirically investigate the role of source credibility theory (SCT) in the prevailing modern influencer marketing context by establishing an association between virtual influencers ((VIs) non-human) and the buying behavior of their followers. It further provides insights into the mediating role of virtual engagement on the affiliation between VIs’ credibility and the buying behavior of followers. Design/methodology/approach The study used structural equation modeling (CB-SEM) to assess data from a survey conducted online of 538 participants (Instagram followers of virtual influencers). Findings The results reveal that source credibility dimensions significantly affect followers’ buying behavior in the context of VIs except the trustworthiness dimension. However, mediation analysis has shown that virtual engagement substantially mediates between source credibility dimensions including trustworthiness. Practical implications The study highlights the value of the credibility of VI and its alignment with the followers’ buying behavior. The study provides valuable inputs for the brand managers as the credibility of the VI can be effectively leveraged in implementing strategies to encourage their followers/consumers on social media platforms to purchase the goods/services they endorse. Originality/value The study overcomes the shortcomings of recent studies by empirically investigating the affiliation between VIs’ credibility and followers’ buying behavior through Instagram. The study uniquely extends the potential of SCT in the context of non-human VIs
Advertising · Business · Credibility · Influencer marketing · Mediation · Originality · Political science · Relationship marketing · Social media · Sociology · Source credibility · Structural equation modeling · World Wide Web · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Psychology · Social Media and Politics · Social Psychology · Marketing
Nuevas formas de comunicación digital
Virtual influencer effects in China's Gen Z market
Influencers as strategic communication sources
Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy
Navigating corporate social responsibility and customer behavior in sustainable hospitality
Virtual influencer attributes and purchase intention
Exploring the Perception Gap
Investigating the effectiveness of virtual and human influencers on purchase intentions in hotel promotions
Antecedents and consequences of internet celebrity endorsements
Credibility of a peer endorser and advertising effectiveness
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
Understanding the limitations of global fit assessment in structural equation modeling
Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge
Executing and interpreting applications of PLS-SEM
Structural Equation Models with Unobservable Variables and Measurement Error
Social media interactions, purchase intention, and behavioural engagement
RMSEA, CFI, and TLI in structural equation modeling with ordered categorical data
Perceived authenticity of social media influencers
Cutoff criteria for fit indexes in covariance structure analysis
When to use and how to report the results of PLS-SEM
In Search of Golden Rules
The ethics of virtuality
Demystifying Computer-Generated Imagery (CGI) Influencers
I Like What She’s #Endorsing
AI-driven disinformation
Be my friend! Cultivating parasocial relationships with social media influencers
I’m not a puppet, I’m a real boy! Gender presentations by virtual influencers and how they are received
Virtual influencers’ attractiveness effect on purchase intention
Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers
Close Encounters of the AI Kind
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Instagram
Almost human? A comparative case study on the social media presence of virtual influencers
Parasocial interactions with real and virtual influencers
Virtual humans as social actors
The Influence of Source Credibility on Communication Effectiveness
Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
| Unique citing works | 9 |
|---|---|
| Citations per year | 4,5 |
| Citation span | 2024 - 2026 (3) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 7 |