What are the paths of user satisfaction and hypersocial relationships on advertising effectiveness in virtual influencer marketing?
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User satisfaction and hypersocial relationships have an impact on advertising effectiveness in virtual influencer marketing. Virtual influencers, although not perceived as real, can still generate positive attitudes and engagement from consumers . Parasocial interactions with virtual influencers positively influence attitudes towards them, and factors such as perceived human-likeness, predictability, and authenticity also contribute to positive attitudes . However, virtual influencers may lack authenticity and similarity to followers, which can hinder their persuasive ability and incite purchase intention . Additionally, the use of mixed reality in social media posts by virtual influencers can affect perceptions of anthropomorphism and authenticity, as well as influence implicit behavior and attitudes towards brands . Marketers can enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, and managing content, considering factors such as influencer originality, follower size, sponsor salience, and post positivity .
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