Analysing The Influence of Virtual Influencers on Consumer Purchase Intentions and Brand Engagement

As social media platforms and AI technology become more entrenched in today's marketing communication landscape, virtual influencers have emerged as significant digital players in the realm of brand marketing and engagement. A virtual influencer is a computer-generated persona that can engage with followers, promote items, and pass on brand messages via social media. As they continue to grow in usage, it becomes crucial to understand how they are impacting consumer attitudes, buying intentions, and brand interactions. This study investigates the impact of virtual influencers on purchase intentions and brand engagement. Specifically, consumer awareness and perceptions of virtual influencers, factors that can affect trust and credibility, the attractiveness of content and perceived authenticity, and the interaction with virtual influencers and consumer responses towards brands will be examined. A quantitative research approach was adopted for the study. The structured questionnaire was employed to gather primary data from a sample of 150 respondents. The obtained data was analyzed by means of proper descriptive and inferential statistical methods such as frequency, percentage, mean, standard deviation and also correlation analysis. The study is anticipated to deliver empirical proof of the growing impact virtual influencers have on consumer behaviour and the boost they give brands with engagement. The results help to elucidate the ways in which consumer decision making processes are influenced by the digital personalities of technologically created images in an increasingly interactive and digitally-oriented marketplace. The study also provides valuable implications for marketers and brand managers in creating a successful digital marketing strategy using influencers and in strengthening a relationship between company and consumers with the help of the new types of communication using AI.