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Impact of virtual influencers on customer engagement of Generation Z consumers: a presence perspective

Qiaoling Lin (School of Business and Economics, Universiti Putra Malaysia, Serdang, Malaysia)
Siew Imm Ng (School of Business and Economics, Universiti Putra Malaysia, Serdang, Malaysia)
Norazlyn Kamal Basha (School of Business and Economics, Universiti Putra Malaysia, Serdang, Malaysia)
Xi Luo (Sunway Business School, Sunway University, Petaling Jaya, Malaysia)
Yingxia Li (School of Business and Economics, Universiti Putra Malaysia, Serdang, Malaysia)

Young Consumers

ISSN: 1747-3616

Article publication date: 25 June 2024

Issue publication date: 20 November 2024

762

Abstract

Purpose

Based on the computers as social actors (CASA) theory, this study aims to explore the impact of three characteristics of virtual influencers (conversational tone, autonomy and responsiveness) on social presence, telepresence and customer engagement.

Design/methodology/approach

Using the purposive sampling technique, online survey was administered to Chinese Gen-Z consumers engaging with virtual influencers. Subsequently, 357 respondents were sampled. SPSS 29.0 and Smart PLS 4.0 were used to perform the analyses.

Findings

The results show that conversational tone and responsiveness have significant positive effects on both social presence and telepresence. Autonomy has a positive effect on telepresence, but not social presence. Social presence and telepresence have a positive impact on customer engagement.

Originality/value

As a burgeoning field, there is still uncertainty among both practitioners and researchers about the methods that virtual influencers engage their users in the context of social media. Limited research has focused on presence (social presence and telepresence) due to virtual influencers. Therefore, the CASA theory offers valuable insights into how virtual influencers’ characteristics contribute to the presence and customer engagement and provides practical guidance for the design of virtual influencers.

Keywords

Citation

Lin, Q., Ng, S.I., Kamal Basha, N., Luo, X. and Li, Y. (2024), "Impact of virtual influencers on customer engagement of Generation Z consumers: a presence perspective", Young Consumers, Vol. 25 No. 6, pp. 851-868. https://doi.org/10.1108/YC-01-2024-1958

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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