From reality to virtuality: Unveiling Gen Z's purchasing behavior through virtual influencers in the metaverse

The primary aim of this study is to examine the factors influencing Generation Z's(GenZ) purchase intentions through their interactions with virtual influencers (VIs). Utilizing judgmental sampling, a sample of 352 individuals with prior experience as VIs was selected to address the research objectives. The data were analyzed using a mixed-method approach, incorporating fuzzy-set Qualitative Comparative Analysis (fsQCA), Partial Least Squares Structural Equation Modeling (PLS-SEM), and Artificial Neural Networks (ANN techniques). The findings highlight the pivotal roles of virtual influencer quality and social presence in shaping purchase intentions, mediated by customer satisfaction. These results underscore the necessity for practitioners to consider the influence of VIs on purchase behavior via customer satisfaction. The study offers valuable insights to firms, aiding in the development of strategies to enhance the effectiveness of VIs in capturing customer attention. By investigating the interplay between virtual influencer quality, social presence, customer satisfaction, and purchase intentions, the research contributes to a deeper understanding of consumer behavior in the context of virtual influencers. • Investigates the impact of virtual influencers on Gen Z's purchase intentions. • Employs a mixed-method approach combining fsQCA, PLS-SEM, and ANN techniques. • Identifies virtual influencer quality and social presence as critical determinants. • Highlights the mediating role of customer satisfaction in influencing purchase behavior .