When Virtual Influencers are Used as Endorsers: Will Match-Up and Attractiveness Affect Consumer Purchase Intention?

Yanling Zhang; Duo Du; Jiao Ge

doi:10.1007/978-3-031-35969-9_33

When Virtual Influencers are Used as Endorsers: Will Match-Up and Attractiveness Affect Consumer Purchase Intention?

Yanling Zhang
, Duo Du
, Jiao Ge^*

^*Corresponding author for this work

Harbin Institute of Technology Shenzhen

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

3 Scopus citations

Abstract

In the domain of social media marketing, the influences of virtual influencers on social media have gradually risen and they received widespread attention. The virtual influencers sometimes have similar size of the number of followers with the celebrities. Crises that bring losses to the brand and the company due to the negative news of celebrities often occur. The virtual influencers provide new opportunities for social media marketing, and using virtual influencers as endorsers for advertising to influence consumer behavior has becoming popular in marketing. However, this advertising effect of virtual influencers needs further investigation. The purpose of this study is to investigate whether the product-virtual endorsers match and the attractiveness of virtual influencers have an impact on consumers' purchase intention, and to explore whether consumers' familiarity with virtual influencers has a moderating effect on this impact. The results show that the matching of products and virtual endorsers and the attractiveness of virtual endorsers have positive impacts on consumers' purchase intention, while the familiarity of consumers with virtual people negatively regulates this impact.

Original language	English
Title of host publication	HCI in Business, Government and Organizations - 10th International Conference, HCIBGO 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings
Editors	Fiona Nah, Keng Siau
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	487-496
Number of pages	10
ISBN (Print)	9783031359682
DOIs	https://doi.org/10.1007/978-3-031-35969-9_33
State	Published - 2023
Externally published	Yes
Event	Proceedings of the 10h International Conference on HCI in Business, Government and Organizations, held as Part of the 24th International Conference, HCI International 2023 - Copenhagen, Denmark Duration: 23 Jul 2023 → 28 Jul 2023

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	14038 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	Proceedings of the 10h International Conference on HCI in Business, Government and Organizations, held as Part of the 24th International Conference, HCI International 2023
Country/Territory	Denmark
City	Copenhagen
Period	23/07/23 → 28/07/23

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Attractiveness
Familiarity
Product-virtual endorser match
Purchase intention
Virtual influencer

Access to Document

10.1007/978-3-031-35969-9_33

Cite this

Zhang, Y., Du, D., & Ge, J. (2023). When Virtual Influencers are Used as Endorsers: Will Match-Up and Attractiveness Affect Consumer Purchase Intention? In F. Nah, & K. Siau (Eds.), HCI in Business, Government and Organizations - 10th International Conference, HCIBGO 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings (pp. 487-496). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 14038 LNCS). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-35969-9_33

Zhang, Yanling ; Du, Duo ; Ge, Jiao. / When Virtual Influencers are Used as Endorsers : Will Match-Up and Attractiveness Affect Consumer Purchase Intention?. HCI in Business, Government and Organizations - 10th International Conference, HCIBGO 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings. editor / Fiona Nah ; Keng Siau. Springer Science and Business Media Deutschland GmbH, 2023. pp. 487-496 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

@inproceedings{42c4da1bf22944cc8c806b76155179e1,

title = "When Virtual Influencers are Used as Endorsers: Will Match-Up and Attractiveness Affect Consumer Purchase Intention?",

abstract = "In the domain of social media marketing, the influences of virtual influencers on social media have gradually risen and they received widespread attention. The virtual influencers sometimes have similar size of the number of followers with the celebrities. Crises that bring losses to the brand and the company due to the negative news of celebrities often occur. The virtual influencers provide new opportunities for social media marketing, and using virtual influencers as endorsers for advertising to influence consumer behavior has becoming popular in marketing. However, this advertising effect of virtual influencers needs further investigation. The purpose of this study is to investigate whether the product-virtual endorsers match and the attractiveness of virtual influencers have an impact on consumers' purchase intention, and to explore whether consumers' familiarity with virtual influencers has a moderating effect on this impact. The results show that the matching of products and virtual endorsers and the attractiveness of virtual endorsers have positive impacts on consumers' purchase intention, while the familiarity of consumers with virtual people negatively regulates this impact.",

keywords = "Attractiveness, Familiarity, Product-virtual endorser match, Purchase intention, Virtual influencer",

author = "Yanling Zhang and Duo Du and Jiao Ge",

note = "Publisher Copyright: {\textcopyright} 2023, Springer Nature Switzerland AG.; Proceedings of the 10h International Conference on HCI in Business, Government and Organizations, held as Part of the 24th International Conference, HCI International 2023 ; Conference date: 23-07-2023 Through 28-07-2023",

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Zhang, Y, Du, D & Ge, J 2023, When Virtual Influencers are Used as Endorsers: Will Match-Up and Attractiveness Affect Consumer Purchase Intention? in F Nah & K Siau (eds), HCI in Business, Government and Organizations - 10th International Conference, HCIBGO 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 14038 LNCS, Springer Science and Business Media Deutschland GmbH, pp. 487-496, Proceedings of the 10h International Conference on HCI in Business, Government and Organizations, held as Part of the 24th International Conference, HCI International 2023, Copenhagen, Denmark, 23/07/23. https://doi.org/10.1007/978-3-031-35969-9_33

When Virtual Influencers are Used as Endorsers: Will Match-Up and Attractiveness Affect Consumer Purchase Intention? / Zhang, Yanling; Du, Duo; Ge, Jiao.
HCI in Business, Government and Organizations - 10th International Conference, HCIBGO 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings. ed. / Fiona Nah; Keng Siau. Springer Science and Business Media Deutschland GmbH, 2023. p. 487-496 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 14038 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

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AB - In the domain of social media marketing, the influences of virtual influencers on social media have gradually risen and they received widespread attention. The virtual influencers sometimes have similar size of the number of followers with the celebrities. Crises that bring losses to the brand and the company due to the negative news of celebrities often occur. The virtual influencers provide new opportunities for social media marketing, and using virtual influencers as endorsers for advertising to influence consumer behavior has becoming popular in marketing. However, this advertising effect of virtual influencers needs further investigation. The purpose of this study is to investigate whether the product-virtual endorsers match and the attractiveness of virtual influencers have an impact on consumers' purchase intention, and to explore whether consumers' familiarity with virtual influencers has a moderating effect on this impact. The results show that the matching of products and virtual endorsers and the attractiveness of virtual endorsers have positive impacts on consumers' purchase intention, while the familiarity of consumers with virtual people negatively regulates this impact.

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Zhang Y, Du D, Ge J. When Virtual Influencers are Used as Endorsers: Will Match-Up and Attractiveness Affect Consumer Purchase Intention? In Nah F, Siau K, editors, HCI in Business, Government and Organizations - 10th International Conference, HCIBGO 2023, Held as Part of the 25th HCI International Conference, HCII 2023, Proceedings. Springer Science and Business Media Deutschland GmbH. 2023. p. 487-496. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-031-35969-9_33

When Virtual Influencers are Used as Endorsers: Will Match-Up and Attractiveness Affect Consumer Purchase Intention?

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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