... Perception Theory and Social Identity Theory, this study examines how virtual influencers' multidimensional anthropomorphism influences brand image through trustworthiness and parasocial interaction, while considering the moderating role of autonomy. Design/methodology/approach This study surveyed 411...

... their messaging and advertisements meticulously. Therefore, this study investigates the influence of VI’s attributes, including interest similarity, language similarity, physical attractiveness, social attractiveness, and attitude homophily, on their credibility perception and parasocial interaction (PSI...

... developed a framework to investigate the impact of AI-powered virtual streamers’ personalization and human-like personalities and live-streaming v-commerce’s system quality and content quality on brand image, mediated by parasocial interaction and experiential value. Design/methodology/approach A survey...

... with an influencer and are knowledgeable about the influencer. The study further intends to reveal the mediating effect of parasocial interaction on the relationship between SMI's authenticity and followers' purchase behavior. Design/methodology/approach The study has analyzed data from an online survey of 458...

...Wanqi Gong Purpose This study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically. Design/methodology/approach This study...

... by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience. Practical implications The findings of this study suggest that marketers can develop...