Title: Investigating the effectiveness of virtual influencers with regard to fostering customer purchasing intention: an empirical study in Ho Chi Minh City

Authors: Bao-Trung Duong; Dinh Minh Tri Le; Thi Thanh Tra Nguyen; Van Anh Nguyen

Addresses: Faculty of Business Administration, Ho Chi Minh City Open University, Ho Chi Minh City, 700000, Vietnam; International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' Office of Graduate Affairs, International University, Ho Chi Minh City, 700000, Vietnam; Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' Faculty of International Business Administration, Ho Chi Minh City University of Foreign Languages – Information Technology, Ho Chi Minh City, 700000, Vietnam ' Faculty of Tourism, Dalat University, Lam Dong, 670000, Vietnam

Abstract: The increase in the number of AI influencers has significantly impacted social media marketing, particularly influencer marketing. To attract customers and encourage them to purchase products, firms need to identify the ideal virtual influencers for their businesses. Through the attachment between customers and influencers, firms may explore directions for influencer marketing strategies. This research aims to explore different dimensions of virtual influencers (VIs) by exploring social media influencers (SMIs) and computer-generated imagery (CGI) theory. Empirical research is implemented to analyse data collected from 299 respondents, alongside quantitative partial least squares structural equation modelling (PLS-SEM) research supported by Smart PLS software. The findings highlight that human likeness, source credibility, and attractive appearance have a positive influence on customer-influencer attachment and enhance purchasing intention. Through these results, this study also contributes several implications for managerial strategy and theoretical implications for further research.

Keywords: attractive appearance; human likeness; purchasing intention; source credibility; virtual influencers.

DOI: 10.1504/JGBA.2023.145698

Journal for Global Business Advancement, 2023 Vol.16 No.5, pp.690 - 711

Received: 28 Dec 2024
Accepted: 07 Jan 2025
Published online: 15 Apr 2025 *

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