Impact of virtual influencers in fashion CSR advertising: mediating role of brand coolness and mimetic desire

Purpose This study uses self-disclosure theory to examine how different types of virtual influencers (VIs: popular vs iconic) interact with fashion brand corporate social responsibility (CSR) advertisements to influence consumers’ purchase intentions. Design/methodology/approach Data were collected through an online survey of 385 participants in their 20s and 30s who were familiar with VIs. Participants were randomly assigned to one of four experimental conditions in which they viewed social media content from a VI aligned with a CSR advertisement. Additionally, the mediating roles of brand coolness and mimetic desire were analyzed to understand their influence on purchase intentions. Findings The interaction between VI types and types of CSR advertisement messages from fashion brands significantly influences consumers’ purchase intentions, brand coolness, and mimetic desire. The effect of CSR advertisement message types on purchase intention is mediated by brand coolness and mimetic desire. Originality/value These findings highlight the importance of considering consumers’ psychological and situational variables in marketing strategies, specifically through the categorization of VI types. Furthermore, fashion brands can effectively implement CSR advertising through the strategic posting of content by VIs that aligns with brand image.