Merchandising/Marketing/Retailing: Branding

Who Should Use Virtual Influencers and How: The Role of Perceived Brand Luxuriousness, Influencer Popularity, and Perceived Fit in Virtual Influencer Advertising of Fashion Brands

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Abstract

Despite the growing use of virtual influencers as fashion brand endorsers, it remains unclear whether certain brands derive greater benefit from such advertising. Drawing on the literature on luxury brands, psychological distance, and endorser-brand fit, this study examines how perceived brand luxuriousness affects attitudes toward virtual influencer advertisements, with perceived fit between the influencer and the brand as a mediator. It also explores the moderating role of virtual influencer popularity in this relationship. Data from 205 U.S. consumers were analyzed, revealing that perceived brand luxuriousness significantly enhances both perceived fit and advertisement attitudes through perceived fit. Moreover, the positive effect of perceived brand luxuriousness on perceived fit is stronger when the virtual influencer is popular. These findings suggest that luxury brands align particularly well with virtual influencers, especially popular ones. The study advances research on virtual influencers and luxury marketing while providing practical insights for brands leveraging virtual influencers.

Keywords: Virtual influencers, Brand luxuriousness, Perceived fit, Influencer popularity

How to Cite:

Kim, J. & Jin, B. E., (2025) “Who Should Use Virtual Influencers and How: The Role of Perceived Brand Luxuriousness, Influencer Popularity, and Perceived Fit in Virtual Influencer Advertising of Fashion Brands”, International Textile and Apparel Association Annual Conference Proceedings 1(1). doi: https://doi.org/10.31274/itaa.18904