Examining the dual fit of virtual endorsements on purchase intention: evidence from PLS-SEM and fsQCA

Purpose Grounded in cue consistency and source credibility theories, this study explores how perceived alignment between virtual influencers (VIs) and their endorsed products influences consumer reactions. Specifically, it investigates the impact of two types of influencers-product fit and consumers’ intentions to act on recommendations and make purchases. The study also examines whether consumers’ decision-making style (rational vs. intuitive) influences these relationships. Design/methodology/approach Data were collected through an online survey with 207 valid participants recruited via Amazon Mechanical Turk (MTurk). The data were analyzed using a dual-method approach, combining partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). Findings The results demonstrate that both the authenticity fit and association fit positively influence consumers’ willingness to follow virtual influencer recommendations and purchase intentions. However, consumers’ decision-making style has no significant moderating effect on these two paths. Additionally, the fsQCA results reveal six unique combinations of source credibility, influencer traits, fit types and behavioral intentions, each sufficient to generate high purchase intention. Originality/value This research enhances current understanding of virtual influencer marketing by introducing a dual-fit model and applying hybrid analytical methods. It provides actionable insights for marketers in selecting VIs who align well with their products and target audiences.