The secret sauce: factors influencing the effectiveness of virtual influencer endorsements

Title

The secret sauce: factors influencing the effectiveness of virtual influencer endorsements

Creator

Aniket, Jasper; Kaushik, Neeraj; Sivathanu, Brijesh

Description

Riding on the waves of growing popularity, virtual influencers (VIs) are reshaping the influencer marketing landscape. The proliferation of generative AI has further accelerated their commercial adoption, with global brands such as Chanel, Prada, and Balenciaga entering into endorsement deals with these artificial entities. Nevertheless, the extant literature remains fragmented and inconclusive in assessing the effectiveness of such endorsements, thereby necessitating a comprehensive inquiry into what makes VIs effective endorsers. To address this gap, the current study employs the Total Interpretive Structural Modelling (TISM) methodology and is the first to provide a comprehensive hierarchical framework that organises the disparate findings into a structured, multi-stage cascade of effects. In addition, a MICMAC analysis is conducted to determine the relative importance of each factor based on its driving and dependence power. The findings offer actionable implications for VI creators, advertisers, and brand managers, alongside expanding the current body of literature. 2025 Advertising Association.

Source

International Journal of Advertising;Volume;45;Issue;1;pp.114-138

Date

01-01-2026

Publisher

Taylor and Francis Ltd.

Subject

Endorsement Effectiveness; Generative AI; MICMAC; Purchase Intention; TISM; Virtual Influencers

Coverage

Aniket J., Department of Business Administration, National Institute of Technology, Haryana, Kurukshetra, India; Kaushik N., Department of Business Administration, National Institute of Technology, Haryana, Kurukshetra, India; Sivathanu B., School of Business and Management, Christ University, Karnataka, Bangalore, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISSN: 2650487;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.1080/02650487.2025.2592464

https://www.scopus.com/pages/publications/105023386048?origin=resultslist