Factors of virtual influencer marketing influencing Generation Y consumers' purchase intention in Malaysia

Yoong Ruey Yap and Nurlida Ismail

International Journal of Internet Marketing and Advertising, 2022, vol. 17, issue 3/4, 437-458

Abstract: The advent of computer-generated virtual influencers disrupts the convention of traditional influencer marketing that relies on real human influencers as brand ambassadors. This study sheds light on the key factors of virtual influencer marketing that affect the purchase intention of Generation Y consumers in Malaysia by using relevant ideas from TEARS model and theory of planned behaviour. Using data analysis based on 450 respondents, it is confirmed that factors such as parasocial interaction and attractiveness have highly significant effects, except for perceived realism and trustworthiness. Interestingly, attitude towards virtual influencer strongly mediates the relationship between the significant factors (parasocial interaction and attractiveness) and purchase intention. Lastly, gender and persuasion knowledge only have significant moderating effects in the relationship between parasocial interaction and purchase intention, but they are insignificant towards other factors.

Keywords: virtual influencer marketing; parasocial interaction; attractiveness; trustworthiness; purchase intention; Malaysia. (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=126735 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:437-458

Access Statistics for this article

More articles in International Journal of Internet Marketing and Advertising from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().