Author(s): Malini Jain
This study explores the influence of virtual influencer characteristics on brand loyalty among digital consumers. Specifically, it investigates how perceived realism (PR), emotional engagement (EE), trust in virtual influencers (TVI), content relevance (CR), and influencer-brand fit (IBF) affect consumer loyalty towards brands endorsed by virtual influencers. A structured questionnaire was distributed to 183 respondents, and responses were analyzed using multiple linear regression in R Studio. The findings indicate that perceived realism and content relevance have a significant positive impact on brand loyalty, while emotional engagement, trust, and brand fit did not show statistically significant effects. The model explained approximately 52% of the variation in brand loyalty. These results suggest that consumers respond more favourably to virtual influencers they perceive as realistic and relevant. The study provides valuable insights for marketers seeking to enhance customer engagement and loyalty through virtual influencer marketing strategies.