Unpacking Virtual Influencer Persuasiveness: Effects of Social Attributes, Self-Congruence, and Attachment on Brand Attitude and Purchase Intention

As virtual influencers (VIs) increasingly function as prominent intermediaries in brand–consumer interactions, there is a critical need for systematic investigation into their impact on consumer behavior. This study empirically explores how specific attributes of VIs—competence, warmth, and eeriness—shape consumer perceptions, attachment, and brand engagement. Results indicate that competence and warmth significantly enhance VI attractiveness, whereas eeriness diminishes attractiveness and weakens consumer responses. Furthermore, attractiveness emerges as a primary determinant of consumer attachment to VIs, with actual self-congruence acting as a moderator that reduces this attachment. Notably, stronger consumer attachment fosters more positive brand attitudes, which subsequently elevate purchase intention. These findings deepen theoretical understanding of the persuasive mechanisms underlying virtual influencer effectiveness and offer actionable insights for brands seeking to strategically optimize VI characteristics to maximize consumer attachment and drive brand engagement.