Quantitative Research
Research Overview
This study explores how virtual influencers (VIs) affect consumer attitudes towards luxury brands, focusing on perceived humanness, attractiveness, and credibility. It provides theoretical insights and practical recommendations for luxury brand marketing strategies.
Summary
Through rigorous quantitative analysis, this study confirms the significant impact of perceived humanness in virtual influencers on luxury brand attitudes and highlights the mediating roles of attractiveness and credibility. Its findings not only add to academic research on virtual influencers but also provide evidence-based guidance for luxury brands’ digital marketing strategies.
Research Objectives
The study’s specific objectives are:
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Objective 1: To explore the direct effect of perceived humanness of virtual influencers on consumer brand attitudes.
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Objective 2: To analyse how perceived humanness affects the attractiveness and credibility of virtual influencers.
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Objective 3: To test whether attractiveness and credibility mediate the relationship between perceived humanness and brand attitudes.​​
Hypotheses
The study proposed the following hypotheses:
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H1: Perceived humanness of virtual influencers positively affects consumer attitudes towards brands.
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H2: Perceived humanness positively affects the attractiveness of virtual influencers.
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H3: Perceived humanness positively affects the credibility of virtual influencers.
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H4: Attractiveness mediates the relationship between perceived humanness and brand attitudes.
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H5: Credibility mediates the relationship between perceived humanness and brand attitudes.​​
Research Methods & Findings
METHODS
The study used a quantitative approach, collecting data through an online survey targeting consumers aged 18 and over in Europe and Asia. The survey measured perceived humanness, attractiveness, credibility, and brand attitudes using established scales.
FINDING
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Finding1: Perceived humanness significantly improves brand attitudes (R² = 0.352, p < 0.001).
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Finding2: Perceived humanness positively impacts attractiveness (R² = 0.341, p < 0.001) and credibility (R² = 0.385, p < 0.001).
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​Finding 3: Attractiveness and credibility act as mediators, strengthening the effect of perceived humanness on brand attitudes.​
These results show that human-like features in virtual influencers effectively boost positive consumer attitudes towards luxury brands, with attractiveness and credibility serving as key pathways.​
Enhancing Brand Consistency
How It’s Applied:
Virtual influencers should be designed based on the brand’s core values to match its image closely. For example, a luxury brand could create an elegant, high-end virtual influencer with a unique backstory, while a fast fashion brand might opt for a lively, trendy character appealing to younger people. During the design process, collaboration with the brand’s design team ensures the virtual influencer’s look, tone, and behaviour align with the brand’s style.
Benefits for the Company:
This consistent design strengthens brand recognition. When consumers see the virtual influencer, they naturally connect it to the brand’s values. For instance, a high-end virtual influencer can remind people of the brand’s luxury feel, boosting awareness and positive feelings, which can lead to more purchases.
Boosting Emotion & Trust
How It’s Applied:
A content strategy can be used to achieve this. For example, a virtual influencer could be given a meaningful backstory (like a fashion icon who loves eco-friendly causes) and engage with consumers on social media through live sessions or Q&As to build emotional bonds. The virtual influencer could also show expertise (e.g., sharing product tips) or authenticity (e.g., revealing its “creation process”) to gain consumer trust.
Benefits for the Company:
This approach greatly increases consumer loyalty and emotional connection to the brand. A trustworthy and appealing virtual influencer might encourage people to try new products or become long-term fans, leading to higher repeat purchases and word-of-mouth promotion.
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