Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness as brand endorsers remains underexplored. This study aims to develop a consumer-centric scale to assess virtual influencers’ effectiveness in social media marketing campaigns. The research methodology follows a systematic scale-development process. First, an integrated literature review was conducted to establish a conceptual model for evaluating virtual influencers. Second, an initial pool of evaluation items was developed and validated by experts. Third, an exploratory factor analysis (EFA) with 208 participants was conducted to assess the reliability and validity of the preliminary items. Finally, a confirmatory factor analysis (CFA) with 209 participants was performed to finalize the scale. The resulting measurement scale comprises four key dimensions: communication skills, narrative strategies, visual appearance, and human-like movement. By introducing a structured scale-development method grounded in anthropomorphism, this study enhances the assessment of virtual influencers’ effectiveness in digital marketing campaigns.