Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: a parallel mediation of source credibility

Virtual influencers, asa new type of product endorser, are becoming more visible to the public. However, their persuasiveness remains unclear. This study primarily aimed to analyze the influence of brandtrust on purchase intention through the mediating effect of source credibility (i.e., expertise, trustworthiness, and attractiveness), and the parallel mediating effect of the three subdimensions. Data were collected through an online survey (N = 298) and were analyzed using the Hayes Process Macro. The findings established the influence of brand trust on purchase intention, and the mediating role of credibility on such relationship. Furthermore, the findings revealed that the virtual influencer's attractiveness was the main mediator. This study makes contributions for academic arena and advertising/brand practitioners.