Understanding virtual influencers' persuasion and its impact on consumer purchase stages: a mixed-method approach

Purpose This study investigates whether virtual influencers (VIs) can act as opinion leaders in social media endorsements, shaping consumer decision-making. The antecedents and outcomes of VI persuasiveness are conceptualized and examined. Design/methodology/approach Drawing on the source credibility theory (SCT) and the Engel–Kollat–Blackwell (EKB) model, an exploratory sequential mixed-method design was employed. Interviews with 24 consumers identified relevant VI credibility cues and decision outcomes, informing a conceptual model subsequently tested using covariance-based structural equation modeling with survey data from 305 respondents in AMOS 29.0. Findings The qualitative interviews identified trustworthiness, attractiveness and content reliability as VI credibility cues and consumer decision outcomes, with product category considered as a contextual factor. The conceptual model test results show that VI credibility cues enhance perceived VI persuasiveness, which subsequently is strongly associated with action-oriented stages rather than the evaluation-oriented stage during the consumer decision process. The study demonstrates when and how VIs can serve an opinion leader-like function. Originality/value The study extends SCT and EKB to VI endorsement contexts by integrating the two frameworks through perceived VI persuasiveness. It provides a stage-specific explanation of VI influence across consumer decision-making. The study offers theoretical insights into non-human persuasion and practical guidance for marketers using VIs in targeted campaigns.