Customers’ engagement with virtual influencers: the roles of parasocial relationship, emotional attachment

Purpose This study aims to examine how specific virtual influencers (VIs) attributes and customer traits influence customer behaviors to enhance customer–brand engagement in virtual experiences. Design/methodology/approach This study uses a mixed-method approach, combining semi-structured interviews and questionnaires. Questionnaires data were analyzed by the structural equation modeling using the partial least squares method with the aid of SPSS 26 and SmartPLS 4.0 software. Findings Qualitative study indicated three VIs attributes and three customer traits to lay the foundation for the subsequent analysis. Quantitative study found that hedonic motivation and ideal self-congruence significantly influenced parasocial relationships and emotional attachment, which in turn enhanced customer engagement. Originality/value This study contributes to VIs marketing and customer–brand engagement by demonstrating that emotional and identity-based connections are the primary drivers of parasocial relationships and emotional attachment, introducing a two-step engagement model. The findings of this study offer both theoretical advancements and practical insights for brands to endorse VIs as long-term engagement strategies.