Emerald
Marketing Intelligence and Planning
,  volume 42 ,  issue 3 ,  pages 393-417

How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing

Publication type: Journal Article
Publication date: 2024-01-16
Emerald
scimago Q2
wos Q1
SJR: 1.245
CiteScore: 8.7
Impact factor: 5.4
ISSN: 02634503, 17588049
Marketing
Abstract
Purpose

The purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature. This is essential because the research creates a theoretical model of follower loyalty/stickiness to virtual influencer techniques from the standpoint of influencer marketing, which has a substantial effect on the evolution of the global marketing world.

Design/methodology/approach

In 2022, 302 people who currently follow an Instafamous virtual influencer took part in an Instagram self-administered online survey.

Findings

The findings show that both expertise and trustworthiness have a positive and significant influence on parasocial interaction, which in turn has a significant influence on virtual engagement and stickiness.

Originality/value

This research will specifically assist international readers in understanding how to harness and increase the efficiency and efficacy of interactive marketing strategies and methods to engage and retain followers of Instafamous virtual influencer. Moreover, the findings will be beneficial to opinion leaders, brand managers, company investors, entrepreneurs and service designers.

Highlights

  • The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.

  • This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.

  • In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.

  • This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.

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    Melnychuk H., Arasli H., Nevzat R. How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing // Marketing Intelligence and Planning. 2024. Vol. 42. No. 3. pp. 393-417.
    GOST all authors (up to 50) Copy
    Melnychuk H., Arasli H., Nevzat R. How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing // Marketing Intelligence and Planning. 2024. Vol. 42. No. 3. pp. 393-417.
    RIS |
    Cite this
    RIS Copy
    TY - JOUR
    DO - 10.1108/mip-06-2023-0251
    UR - https://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0251/full/html
    TI - How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing
    T2 - Marketing Intelligence and Planning
    AU - Melnychuk, Hanna-Anastasiia
    AU - Arasli, Huseyin
    AU - Nevzat, Raziye
    PY - 2024
    DA - 2024/01/16
    PB - Emerald
    SP - 393-417
    IS - 3
    VL - 42
    SN - 0263-4503
    SN - 1758-8049
    ER -
    BibTex |
    Cite this
    BibTex (up to 50 authors) Copy
    @article{2024_Melnychuk,
    author = {Hanna-Anastasiia Melnychuk and Huseyin Arasli and Raziye Nevzat},
    title = {How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing},
    journal = {Marketing Intelligence and Planning},
    year = {2024},
    volume = {42},
    publisher = {Emerald},
    month = {jan},
    url = {https://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0251/full/html},
    number = {3},
    pages = {393--417},
    doi = {10.1108/mip-06-2023-0251}
    }
    MLA
    Cite this
    MLA Copy
    Melnychuk, Hanna-Anastasiia, et al. “How to engage and attract virtual influencers’ followers: a new non-human approach in the age of influencer marketing.” Marketing Intelligence and Planning, vol. 42, no. 3, Jan. 2024, pp. 393-417. https://www.emerald.com/insight/content/doi/10.1108/MIP-06-2023-0251/full/html.