“Virtual bonds and actual transactions”: investigating the impact of virtual influencers' credibility on buying behavior through virtual engagement

Abstract

Purpose

This research makes an effort to empirically investigate the role of source credibility theory (SCT) in the prevailing modern influencer marketing context by establishing an association between virtual influencers ((VIs) non-human) and the buying behavior of their followers. It further provides insights into the mediating role of virtual engagement on the affiliation between VIs’ credibility and the buying behavior of followers.

Design/methodology/approach

The study used structural equation modeling (CB-SEM) to assess data from a survey conducted online of 538 participants (Instagram followers of virtual influencers).

Findings

The results reveal that source credibility dimensions significantly affect followers’ buying behavior in the context of VIs except the trustworthiness dimension. However, mediation analysis has shown that virtual engagement substantially mediates between source credibility dimensions including trustworthiness.

Practical implications

The study highlights the value of the credibility of VI and its alignment with the followers’ buying behavior. The study provides valuable inputs for the brand managers as the credibility of the VI can be effectively leveraged in implementing strategies to encourage their followers/consumers on social media platforms to purchase the goods/services they endorse.

Originality/value

The study overcomes the shortcomings of recent studies by empirically investigating the affiliation between VIs’ credibility and followers’ buying behavior through Instagram. The study uniquely extends the potential of SCT in the context of non-human VIs.

Citation

Agnihotri, D., Chaturvedi, P. and Tripathi, V. (2024), "“Virtual bonds and actual transactions”: investigating the impact of virtual influencers' credibility on buying behavior through virtual engagement", Journal of Communication Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCOM-02-2024-0035