ItemBook Chapter

Credibility, Engagement, and Purchase: How Virtual Influencers Drive Gen Zs Consumer Behavior

Title
Credibility, Engagement, and Purchase: How Virtual Influencers Drive Gen Zs Consumer Behavior
Creator
George, Jossy P.; Muttungal, Peter V.; Priya, Nishi; Davidson, Benny Godwin J.
Description
This study focuses on how virtual influencers (VIs) impact the buying behavior of Indian Generation Zs (Gen Z). Using a structured questionnaire, data were collected from 519 Gen Z consumers across major metropolitan cities. The result of study revealed that the VIs credibility impacts how well they are able to engage with their followers. The results indicated that online engagement influenced brand credibility and brand familiarity. The results also showed that online engagement did not affect brand trust and purchase intent. Artificial intelligence (AI) is enabling VIs to become a more cost-effective and sustainable tool for brands. 2026 Aarti Saini and Vikas Garg.
Source
Industry 5.0: Pioneering Business and Management Transformations;pp.119-134
Date
01-01-2026
Publisher
Emerald Group Publishing Ltd.
Subject
brand credibility; brand familiarity; brand trust; online engagement; purchase intent; Virtual influencers credibility
Coverage
George J.P., Christ University, Karnataka, Bangalore, India; Muttungal P.V., Christ University, Karnataka, Bangalore, India; Priya N., Christ University, Karnataka, Bangalore, India; Davidson B.G.J., University of the Fraser Valley, Abbotsford, BC, Canada
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 978-183608826-4; 978-183608828-8;
Format
online
Language
English
Type
Book chapter

Citation

George, Jossy P.; Muttungal, Peter V.; Priya, Nishi; Davidson, Benny Godwin J., “Credibility, Engagement, and Purchase: How Virtual Influencers Drive Gen Zs Consumer Behavior,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 17, 2026, https://archives.christuniversity.in/items/show/24284.

Output Formats