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Predictors Affecting Effects of Virtual Influencer Advertising among College Students

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  • Namhyun Um

    (School of Advertising & Public Relations, Hongik University, Seoul 30016, Republic of Korea)

Abstract

Currently, in many realms, such as entertainment and marketing communications, human influencers have been replaced by virtual ones. As a result, marketing researchers are devoting more attention to the use of virtual influencers. The current study investigates predictors affecting the effects of virtual influencer advertising. Specifically, this study is designed to examine the effects of para-social interaction as relationships between virtual influencer and audiences. In addition, this study delves into the effects of perceived human-likeness, perceived predictability, and perceived authenticity in the evaluation of virtual influencer advertising. For this study, a total of 179 college students majoring in advertising and public relations participated in exchange for course credits. To collect data, an online survey site was created through Qualtrics. This study found that parasocial interactions with a virtual influencer positively affect attitude toward a virtual influencer. Furthermore, perceived human-likeness, perceived predictability, and perceived authenticity also positively influence attitude toward a virtual influencer. Lastly, study findings suggest that attitude toward a virtual influencer has a positive impact on attitude toward adverts. Theoretical as well as practical implications are discussed.

Suggested Citation

  • Namhyun Um, 2023. "Predictors Affecting Effects of Virtual Influencer Advertising among College Students," Sustainability, MDPI, vol. 15(8), pages 1-14, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6388-:d:1118691
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    References listed on IDEAS

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    1. Cornelis, Erlinde & Peter, Paula C., 2017. "The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images," Journal of Business Research, Elsevier, vol. 77(C), pages 102-112.
    2. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
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    1. Koles, Bernadett & Audrezet, Alice & Moulard, Julie Guidry & Ameen, Nisreen & McKenna, Brad, 2024. "The authentic virtual influencer: Authenticity manifestations in the metaverse," Journal of Business Research, Elsevier, vol. 170(C).
    2. Branka Bizjak Zabukovec & Armand Faganel, 2024. "The Issue of Scales for Measuring Parasocial Interaction and Parasocial Relationship between Followers and Influencers on Social Media," Sustainability, MDPI, vol. 16(17), pages 1-35, September.
    3. P. Pushparaj & Bijay Prasad Kushwaha & Sanjeev Prashar, 2025. "A systematic literature review of virtual influencers in marketing using bibliometric analysis," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(3), pages 631-662, September.
    4. Joel-Edgar, Sian & Chowdhury, Soumyadeb & Nagy, Peter & Ren, Shuang, 2025. "Virtual influencers in social media versus the metaverse: Mind Perception, blame judgements and brand trust," Journal of Business Research, Elsevier, vol. 189(C).
    5. Allal-Chérif, Oihab & Puertas, Rosa & Carracedo, Patricia, 2024. "Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers," Technological Forecasting and Social Change, Elsevier, vol. 200(C).

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