Influencing the Virtual Realm: The Impact of Virtual Influencers on Brand Awareness and Consumer Purchasing Decisions in Thailand's Digital Marketplace

Abstract

In the context of a digitalized world, virtual influencers have emerged as pivotal entities that transform the dynamics between brands and consumers within the virtual realm. This paper investigates the intricate relationship between virtual influencers, brand recall, and consumer purchasing behaviour within Thailand's burgeoning virtual market. Utilizing Structural Equation Modelling (SEM), Confirmatory Factor Analysis (CFA), and mediation analysis, the study meticulously examines both direct and mediated effects of virtual influencers on brand awareness and consumer decision-making processes. The findings underscore the significant direct impact of virtual influencers on enhancing brand recognition and shaping favourable consumer attitudes toward brands, thereby influencing purchasing behaviour. The research reveals the moderating effects of brand familiarity and perceived influence on influencers, highlighting their critical roles in the pathway from virtual influencers to consumer purchasing behaviour. This study advances the marketing and consumer behaviour literature by providing a nuanced understanding of how virtual influencers operate to affect consumer interactions and buying patterns in digital markets. It contributes to theoretical knowledge in digital influencer marketing and offers practical insights for marketers leveraging virtual influencers on social media platforms. By emphasizing the importance of fostering positive brand attitudes in digital contexts, this research underscores the value of integrating virtual influencers into comprehensive digital marketing strategies to enhance brand salience and influence consumer purchasing decisions.