Abstract

In 2024, AI has ushered marketing into a new era. With the rapid advancement of digital marketing, brands increasingly emphasize consumer support and influence. This support is built on consumer satisfaction, service quality, and loyalty, driving brands to rely more heavily on digital media for product promotion. Consequently, numerous brand endorsers and influencers, such as YouTubers and bloggers, have emerged, leveraging their follower bases to recommend products and shape consumer preferences. Amidst this backdrop, the advent and proliferation of AI have introduced virtual influencers (VTubers) as a novel option for brands. VTubers have become a critical component of many brand marketing strategies. Advances in digital technology have enhanced the controllability of VTuber endorsements, making them impervious to time and environmental constraints, thus gradually becoming a powerful force in brand promotion. This study investigates the impact of VTuber endorsements on consumer satisfaction and loyalty. Data were collected from 295 Instagram users aged 18 to 35 to examine the factors influencing consumer satisfaction and loyalty towards virtual influencers. The findings reveal five key influencing factors, highlighting their roles in consumer purchasing behavior and brand recognition. VTuber personas, service quality, and switching costs play significant roles in forming brand loyalty, emphasizing the critical mediating role of satisfaction. The study also reveals the essential shift in brand marketing strategies from a product-centric to an experience-centric approach. Using empirical analysis, this research explores the mediating effects of VTuber personas and perceived consumer value on consumer satisfaction and loyalty, assessing their impact on brand marketing strategies. The study provides insights for brand marketers on making informed decisions regarding the use of endorsers on social media, rather than merely following prevailing trends.

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