An Empirical Investigation of Parasocial Relationship Theory in the Context of Virtual Influencers
Rooth Shaji, Mona Mrad, Ying Wang, Kichan Nam, and Jeff Baker
International Journal of Electronic Commerce,
Volume 30, Number 3, 2026, pp. 325-360.
Abstract:
Social media influencers are individuals who have amassed a significant following on platforms such as Instagram, YouTube, and TikTok due to their expertise, charisma, or relatability. They create content tailored to specific niches and often collaborate with brands for sponsored content, influencing their followers’ purchasing decisions. Virtual influencers (VIs), however, are computer-generated personas created by brands or agencies and are designed to mimic human social media influencers. Despite being virtual rather than authentically human, VIs have gained traction, particularly among younger demographics, challenging traditional influencer marketing paradigms. The purpose of this research is to examine if parasocial relationship theory explains the behavior of their followers—and thus, if the theory holds true in the context of VIs. A literature review of social media influencers and virtual influencers is conducted to build a base for the research. Our research model, built on parasocial relationship theory, examines the links from attractiveness, intimate self-disclosure, influencer-brand congruence, and sponsorship transparency to parasocial relationship and, in turn, the impact of parasocial relationship on purchase intention. Survey results support our hypotheses. The unique moderating influences of object-related authenticity and activity-related authenticity are also observed. Implications for VI creators and the brands that use them are presented, along with directions for future research.