A Study on Virtual Influencers vs Human Influencers: Trust, Engagement, and Purchase Intent towards Consumer Behaviour

The advent of virtual influencers (computer-generated characters with carefully chosenpersonalities) has brought about a paradigm shift in the way brands interact with consumers in the quicklychanging world of digital marketing. The comparative effects of virtual and human influencers on thethree main facets of consumer behaviour Such as trust, engagement, and purchase intent are examined inthis theoretical study. This study investigates the differences in perceived authenticity, emotionalresonance, and persuasive effectiveness between these influencer types, drawing on well-establishedtheories in parasocial interaction, source credibility, and consumer psychology. The study also looks intohow consumer response is moderated by demographic and psychographic factors. The paper attempts toshed light on the changing dynamics of influencer marketing and its consequences for brand strategy inthe digital age by conducting a thorough review of the body of existing literature and conceptualmodelling. For upcoming empirical research and strategic decision-making in influencer marketing, thisstudy provides a solid foundation.