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Virtual influencer marketing: mediating roles of product involvement and brand familiarity

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Listed:
  • Ricardo Biason
  • Ahmed K. Elnagar
  • Clarissa Tolete
  • Hala A.S. Elsaadany
  • Shahedul Hasan
  • Larissa Santos

Abstract

Grounded in the stimulus-organism-response framework, this study addresses the limited research on the mediating roles of product involvement (PIN) and brand familiarity (BF) in virtual influencer marketing (VIM) outcomes. Virtual influencers (VIs) are an effective marketing tool, particularly on social media. This study examines how VIM affects purchase intention (PI) for sports goods in the Philippines, with PIN and BF as mediators. Data were collected from 319 Filipino consumers and analysed using partial least squares-structural equation modelling. The results reveal that VIM significantly affects PIN, BF, and PI; additionally, PIN and BF mediate the relationship between VIM and PI. These results highlight the effectiveness of VIs in the sports goods sector for building brand trust and creating emotional connections with consumers. VIs also drives PI by increasing PIN and BF. Marketers can use VIs to strategically increase PI by encouraging higher PIN and BF among consumers.

Suggested Citation

  • Ricardo Biason & Ahmed K. Elnagar & Clarissa Tolete & Hala A.S. Elsaadany & Shahedul Hasan & Larissa Santos, 2026. "Virtual influencer marketing: mediating roles of product involvement and brand familiarity," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 17(6), pages 1-23.
    • Handle: RePEc:ids:ijemre:v:17:y:2026:i:6:p:1-23
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