THE INFLUENCE OF VIRTUAL INFLUENCER ATTRIBUTES ON CUSTOMER ENGAGEMENT IN THE SRI LANKAN FASHION INDUSTRY

Abstract

The research examines how the three most significant features of virtual influencers (VIs) in the guise of anthropomorphism, aesthetic value, and entertainment value initiate consumer engagement within the context of Sri Lankan fashion. A quantitative research design was used, with a methodical online survey to collect data from 300 digitally active Sri Lankan fashion consumers. The data was analysed using multiple regression analysis to understand the predictive significance of each independent variable in relation to consumer involvement. The findings validate that VIs are most likely to interact with individuals who are human-like and handsome. The implications of the findings are profound for online fashion brands and digital marketers, as virtual influencers' personalities and appearances need to lean towards realism and aesthetics to garner maximum consumer engagement and interaction. This is particularly important in emerging economies where the uptake of digital technology is becoming increasingly rapid. This study contributes to the digital marketing literature by extending the Stimulus-Organism-Response (S-O-R) framework to virtual influencers in an emerging market context, providing practical guidance for fashion brands in Sri Lanka. Future studies would benefit from using larger population samples, such as those from rural and elderly populations, and employing longitudinal or mixed methods designs to track changes over time. Further studies could also examine the ethical implications, such as trust and authenticity, in the use of virtual influencers.