Trust dynamics of virtual influencers: Exploring their influence on fashion purchase decisions

Type of the article: Research Article AbstractThis study seeks to investigate the role of an influencer’s credibility, personality congruence, and engagement on consumer trust and the role of such trust on purchasing propensity in the global fashion industry. Data was collected using a structured questionnaire (online) from 326 followers of fashion influencers from India in a span of 2 months, adopting a purposive sampling technique. The analysis was performed using Partial Least Squares Structural Equation Modeling. The results and findings show that Influencer Credibility, Personality Congruence, and Virtual Influencer Engagement have a direct impact on the trust of shoppers, and Trust has a strong mediating impact on Purchase Intention. However, Influencer Credibility with path coefficient (β = 0.821) influences the Purchase Intention the most. Trust is significantly influenced by both Influencer Credibility (β = 0.541, t = 13.969, p < 0.001) and Virtual Influencer Engagement (β = 0.176, t = 7.451, p < 0.001). Trust also served as a critical mediator, positively affecting Purchase Intention (β = 0.473, t = 2.958, p = 0.003). This study bridges the gap that has so far received less attention, the trust factor in virtual influencers. This research thus contributes to marketers and brands making use of virtual influencer strategies by analyzing the antecedents of trust and its consequences on purchase intentions.