Merchandising/Marketing/Retailing: Branding

How Does Realism Shape Narrative Transportation and Persuasion in Fashion Virtual Influencer Advertising? Exploring the Underlying Mechanisms 

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Abstract

Drawing on Narrative Transportation Theory (NTT), this study examines how realism dimensions in fashion virtual influencer advertising (i.e., form, behavioral, product placement, visual, and textual realism) evoke narrative transportation. Results show that character realism (form and behavioral realism) significantly enhances transportation. Among content realism dimensions, only product placement realism increases transportation, whereas visual and textual realism do not. Transportation significantly predicts perceived external realism, which subsequently strengthens narrative realism. In turn, narrative realism positively affects consumer delight and purchase intention. This study advances the literature by extending NTT through the integration of reflective processing within fashion VI advertising, offering a deeper understanding of how realism shapes consumer responses. Practically, the findings provide insights for marketers and advertisers seeking to use VI-based narratives to enhance consumer persuasion.

Keywords: virtual influencer, advertising, realism, narrative transportation, PLS-SEM

How to Cite:

Jiang, Z. & Lyu, J., (2025) “How Does Realism Shape Narrative Transportation and Persuasion in Fashion Virtual Influencer Advertising? Exploring the Underlying Mechanisms ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21850