The hierarchy-of-effects pathways of virtual influencers in metaverse: unpacking the path to luxury brand engagement

Purpose This research aims to investigate the role of virtual influencers in fostering consumer engagement with luxury brands via metaverse live-streaming. Design/methodology/approach A quantitative approach was adopted, with data collected from 384 valid respondents. Findings The results indicate that virtual influencer characteristics (friendship and connectivity) significantly influence consumer commitment and trust propensity. Consumer–influencer relationships (commitment and trust propensity) positively affect active consumer engagement with influencers, which, in turn, positively impacts active engagement with the luxury brand. Research limitations/implications This study makes three key theoretical contributions. First, it introduces and conceptualizes the characteristics of virtual influencers, advancing the understanding of their distinct attributes within digital marketing and consumer engagement. Second, this study extends parasocial relationship theory by applying it to virtual influencers within metaverse live-streaming environments. Third, it extends the application of commitment–trust theory by developing the concept of the consumer–influencer relationship in the context of virtual influencers, thereby providing a novel theoretical framework for examining consumer trust and commitment in digital interactions. Practical implications By reinforcing consumer–influencer interactions, this research provides actionable strategies for luxury brands to enhance consumer engagement in metaverse live-streaming. Originality/value This research addresses a critical gap in the metaverse live-streaming market for luxury brands, highlighting the role of virtual influencers in enhancing consumer engagement.