Promoting Customer Engagement and Brand Loyalty on Social Media: The Role of Virtual Influencers DOI Open Access

Tram‐Huong Vo,

Garry Wei–Han Tan, Nhat Tan Pham

и другие.

International Journal of Consumer Studies, Год журнала: 2025, Номер 49(2)

Опубликована: Фев. 23, 2025

ABSTRACT This study analyzes how virtual influencer factors influence customer engagement and brand loyalty using both parasocial theory source credibility model. Further, it highlights the importance of incorporating right marketing orientation with a brand's positioning strategy. First, quantitative survey was conducted sample size 406 participants which analyzed PLS‐SEM technique. Subsequently, semi‐structured interviews were followers to explore influencers' impact on behavioral responses customers towards brand. The findings reveal that only trustworthiness authenticity positively engagement, while interaction is major driver affective reactions, leading higher engagement. Thus, interaction, authenticity, collectively explain intensity which, in turn influences loyalty. Our presents surprising result attractiveness influencers not directly associated role strengthening long‐term customer‐brand relationships enhancing loyal fan base for brands. In conclusion, by utilizing their potential influence, brands can improve overall efficacy communications facilitating foster

Язык: Английский

Promoting Customer Engagement and Brand Loyalty on Social Media: The Role of Virtual Influencers DOI Open Access

Tram‐Huong Vo,

Garry Wei–Han Tan, Nhat Tan Pham

и другие.

International Journal of Consumer Studies, Год журнала: 2025, Номер 49(2)

Опубликована: Фев. 23, 2025

ABSTRACT This study analyzes how virtual influencer factors influence customer engagement and brand loyalty using both parasocial theory source credibility model. Further, it highlights the importance of incorporating right marketing orientation with a brand's positioning strategy. First, quantitative survey was conducted sample size 406 participants which analyzed PLS‐SEM technique. Subsequently, semi‐structured interviews were followers to explore influencers' impact on behavioral responses customers towards brand. The findings reveal that only trustworthiness authenticity positively engagement, while interaction is major driver affective reactions, leading higher engagement. Thus, interaction, authenticity, collectively explain intensity which, in turn influences loyalty. Our presents surprising result attractiveness influencers not directly associated role strengthening long‐term customer‐brand relationships enhancing loyal fan base for brands. In conclusion, by utilizing their potential influence, brands can improve overall efficacy communications facilitating foster

Язык: Английский

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