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How Virtual Celebrity Characteristics Drive Purchase Intention: Testing the Stimulus-Organism-Response Framework with

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Virtual celebrity attractiveness, especially content quality, drives consumer satisfaction and loyalty, ultimately boosting purchase intention. Personalization enhances this relationship, emphasizing emotional content over visual realism for effective marketing.

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Area of Science:

  • Marketing and Consumer Behavior
  • Digital Media and Advertising
  • Human-Computer Interaction

Background:

  • Firms increasingly use virtual celebrities for product and brand promotion across media channels.
  • Understanding the factors influencing consumer response to virtual celebrities is crucial for effective marketing strategies.

Purpose of the Study:

  • To empirically investigate how virtual celebrity attractiveness factors (appearance, voice, content quality) influence consumer satisfaction, loyalty, and purchase intention using the Stimulus-Organism-Response (SOR) framework.
  • To examine the moderating role of personalization in the relationship between consumer satisfaction and loyalty towards virtual celebrities.

Main Methods:

  • Employed the Stimulus-Organism-Response (SOR) framework.
  • Utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) for hypothesis testing.
  • Collected data from 249 participants with prior virtual celebrity engagement experiences.

Main Results:

  • Content quality emerged as the most significant predictor of user satisfaction with virtual celebrities.
  • Consumer satisfaction indirectly influences purchase intention, mediated by loyalty.
  • Personalization was found to moderate the satisfaction-loyalty relationship, enhancing fan engagement.

Conclusions:

  • Firms should prioritize emotion-eliciting, narrative-consistent content over mere visual realism in virtual celebrity campaigns.
  • Investing in loyalty-building programs and personalized engagement solutions is essential to convert consumer satisfaction into sustained purchasing behaviors.
  • The study provides empirical evidence for optimizing virtual celebrity marketing strategies by focusing on content and personalized interactions.