Abstract

This study examines the impact of virtual influencers on purchase intention in the context of Morocco. The goals also included examining how engagement and purchase intention relate to critical characteristics such as human-like relatability, authenticity and trust. The Computers as Social Actors theory, source credibility theory and the parasocial relationship theory formed the theoretical basis of this research. A Partial Least Squares based Structural Equation Model (PLS SEM) assessment was conducted on 359 responses. The study finds that Authenticity, Trust and Human-like characteristics have a positive and statistically significant impact on engagement. An analysis of the path dependence reveals that engagement strongly influences purchase intention. The results also show that consumers attribute importance to the recommendations of the virtual influencer. These findings have profound managerial implications as virtual influencers are slowly taking centerstage in emerging markets.

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