The role of flow experience in virtual influencer marketing: insights into aesthetic, entertainment and parasocial influences on purchase intention

Purpose The purpose of this study is to explore how the aesthetics, entertainment value, and parasocial interaction of virtual influencers influence consumer purchasing attitudes. This exploration is particularly focused on understanding how flow, trust, and satisfaction mediate these relationships and how differences in these variables affect consumer behavior. Design/methodology/approach A total of 293 useable online surveys were collected from Mainland Chinese consumers. Multi-item scales were utilized to measure seven constructs: aesthetic value, entertainment value, parasocial interaction, flow experience, perceived trust, perceived satisfaction, and purchase intention. Structural equation modeling (SEM) was employed to identify factor structures and to test the hypothesized relationships. Findings The study discovered that the aesthetic value and parasocial interaction facilitated by virtual influencers exert a significant influence on followers' flow experience. Conversely, the impact of entertainment value on flow experience was found to be insignificant. It was further revealed that flow experience directly affects purchase intention and also amplifies purchase intention by a chain-mediating effect involving perceived trust and perceived satisfaction. Originality/value This research explores the complexities of virtual influencer marketing and its influence on consumer behavior, focusing on the role of flow experience. It highlights the underlying mechanisms, emphasizing the significance of virtual influencers’ aesthetic appeal and the dynamics of parasocial interactions in shaping consumer engagement. Moreover, the findings reveal that flow experience not only directly enhances purchase intentions but also amplifies this effect through a chain-mediated process involving perceived trust and satisfaction.