Keywords
Virtual Influencers; trustworthiness; expertise; attitude; purchase intention; source credibility theory
Abstract
Artificial intelligence (AI) is at the forefront of influencer marketing, particularly in the fashion industry. Consequently, brands are using virtual influencers (VIs) to engage consumers in this space. Yet little is known about VIs’ credibility and their influence on purchase intentions, especially in an emerging market where they are less prevalent. This study examines the influence of VIs’ credibility (i.e., trustworthiness, attractiveness, and expertise) on consumers’ attitudes towards VIs and the subsequent impact on purchase intention for fashion products in South Africa, grounded in the Source Credibility Theory. Data were collected from active social media users using non-probability convenience and snowball sampling, and analysed using structural equation modelling (SEM). The findings indicated that trustworthiness, attractiveness and expertise influenced consumers’ attitudes towards VIs, which influenced purchase intentions of fashion products. Furthermore, attitude was found to play a mediating role. The study offers several implications for both marketers and scholars.
Acknowledgments
Funding
The research received no funds.
Declaration of Conflicting Interests
The author declared no potential conflicts of interest with respect to the research, authorship, and publication of the article.
Declaration about the scope of AI utilization
Grammarly was used solely for language editing, grammar, and improved article readability, while all content, analyses, and interpretations remained the responsibility of the authors.
Recommended Citation
van Heerden, D., & Verbeek, J. L. (2026). Unveiling the power of credibility: How virtual influencers shape consumer attitudes and purchase intentions in fashion. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2026(1), 48-70. https://doi.org/10.7172/2449-6634.jmcbem.2026.1.3
First Page
48
Last Page
70
Page Count
23
Received Date
04.11.2026
Revised Date
15.04.2026
Accepted Date
30.04.2026
Online Available Date
29.05.2026
DOI
10.7172/2449-6634.jmcbem.2026.1.3
JEL Code
M31, M39
Publisher
University of Warsaw
