Brand-transformed or celebrity-transformed? The effect of different role-transformed virtual influencers on purchase intention

Virtual influencers (VIs) are utilized by brands to cultivate both commercial and friendship relationships with consumers, assuming the role of commercial friendships (a blend of business and personal engagement) that consumers expect. However, VIs have different foundational roles (i.e., commercial or friendship roles) and need transition to a commercial friendship role. It remains unclear whether VIs undergoing different role transitions-namely, brand-transformed VIs (transitioning from commercial to commercial friendship roles) and celebrity-transformed VIs (transitioning from friendship to commercial friendship roles)-can effectively meet consumer expectations and enhance purchase intention. Therefore, drawing on the media equation theory and role theory, and focusing on role transitions, this study investigates the impact of different role-transformed VIs on purchase intention. The findings from three studies demonstrate that brand-transformed VIs have a stronger impact on purchase intention compared to celebrity-transformed VIs, with cognitive trust and affective trust serving as mediators. Additionally, language style and platform type are found to moderate the aforementioned effects. This research contributes to bridging the literature on role theory and VIs, offering valuable managerial insights for brands from the role transition perspective, and providing guidance on the selection of language style and platform type.