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How Virtual Celebrity Characteristics Drive Purchase Intention: Testing the Stimulus-Organism-Response Framework with
1Seoul Business School, aSSIST University.
Journal of Visualized Experiments : Jove
|March 23, 2026
Summary
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.
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.
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