Paper Type
Short
Paper Number
PACIS2026-1454
Description
Drawing on self-congruity theory and self-construal theory, this research examines how virtual influencer (VI) source type affects consumer brand attitude. We distinguish between brand-created and third-party VIs and propose that their effectiveness depends on consumers’ self-construal. Across two completed experiments, brand-created VIs generated more favorable brand attitude among independent consumers, whereas third-party VIs were more effective among interdependent consumers. Perceived uniqueness and perceived social identification respectively mediated these effects. Two proposed follow-up studies will further examine consumption context as a boundary condition and use eye-tracking to trace attention to theoretically relevant cues. This research advances VI marketing by highlighting VI source heterogeneity and offering guidance for aligning VI strategies with consumer psychology and consumption settings.
Recommended Citation
shi, yuting, "Seeking Uniqueness or Craving Connection? How Virtual Influencer Source Type and Consumer Self-Construal Shape Brand Attitude" (2026). PACIS 2026 Proceedings. 8.
https://aisel.aisnet.org/pacis2026/general_topic/general_topic/8
Seeking Uniqueness or Craving Connection? How Virtual Influencer Source Type and Consumer Self-Construal Shape Brand Attitude
Drawing on self-congruity theory and self-construal theory, this research examines how virtual influencer (VI) source type affects consumer brand attitude. We distinguish between brand-created and third-party VIs and propose that their effectiveness depends on consumers’ self-construal. Across two completed experiments, brand-created VIs generated more favorable brand attitude among independent consumers, whereas third-party VIs were more effective among interdependent consumers. Perceived uniqueness and perceived social identification respectively mediated these effects. Two proposed follow-up studies will further examine consumption context as a boundary condition and use eye-tracking to trace attention to theoretically relevant cues. This research advances VI marketing by highlighting VI source heterogeneity and offering guidance for aligning VI strategies with consumer psychology and consumption settings.
Comments
17-General