An Analysis of Virtual Influencer Marketing in Korean Beauty Brands: Effects on Consumer Attitudes and Purchase Intentions

This study examines how the characteristics of virtual influencers—specifically credibility and perceived humanness—influence consumer attitudes and purchase intentions in the context of beauty brand marketing. As virtual influencers expand their presence on digital platforms, understanding how these AI-driven personas affect consumer perception and behavior is essential for brands seeking innovative strategies. Grounded in source credibility and social presence theory, this research proposes a conceptual framework and empirically tests it using multiple regression analysis based on survey data collected from Korean consumers in their 20s to 40s with prior exposure to virtual influencer content in the beauty sector. Additionally, qualitative case analyses were conducted on notable campaigns involving Moni (Unthink), Rozy (Amorepacific HERA, Tenzirozy), and Ban Jamin (L’Oréal Korea) to contextualize current marketing practices. The results demonstrate that both perceived credibility and humanness significantly and positively affect consumer attitudes, which in turn significantly influence purchase intentions. These findings underscore the value of constructing trustworthy and relatable virtual personas to drive consumer engagement and conversion in beauty marketing. This research contributes to the growing literature on virtual identity and digital marketing, providing strategic insights for marketers aiming to leverage virtual influencers for deeper brand-consumer connections.