From Virtual Influencers to Purchase Decision: The Mediating Role of Parasocial Interactions and the Moderating Role of Impulsivity

Objective
The rapid evolution of digital marketing ecosystems has significantly reshaped the dynamics of brand–consumer interactions, particularly within social media environments. Among the most recent developments in this domain is the emergence of virtual influencers—digitally created personas designed to simulate human-like interaction, promote brands, and engage audiences through algorithmically curated content. Unlike human influencers, virtual influencers are fully controllable, strategically branded, and technologically mediated entities capable of delivering consistent messaging, personalization, and aesthetic coherence. As their commercial adoption accelerates, understanding the psychological mechanisms through which they influence consumer behavior has become increasingly important. While existing research has examined influencer marketing broadly, limited empirical attention has been devoted to clarifying how specific virtual influencer attributes translate into purchase-related outcomes. In particular, the relational and affective mechanisms underlying this influence remain underexplored. Parasocial interaction theory suggests that consumers may develop quasi-relational bonds with mediated personas, including virtual influencers. However, it is not yet fully understood whether such parasocial engagement mediates the effect of influencer characteristics on purchase intention, nor whether individual personality traits alter this relationship.
Accordingly, the present study investigates the influence of virtual influencer characteristics—credibility, entertainment value, customization, and similarity—on consumers’ purchase intention. The study examines parasocial interactions as a mediating mechanism linking influencer attributes to behavioral intention. Furthermore, it evaluates impulsiveness as a moderating variable that may strengthen the relationship between parasocial interactions and purchase intention. By integrating parasocial theory with consumer behavior perspectives, this research seeks to provide a more nuanced understanding of how relational and dispositional mechanisms jointly shape purchase intention in virtual influencer marketing contexts.
Research Methodology
This study employed quantitative, cross-sectional research design. Data were collected from 400 active social media users within the Iranian context who had been exposed to virtual influencer content across domestic and international platforms. Participants were selected using a non-probability sampling approach and completed an online questionnaire measuring perceptions of virtual influencer attributes, parasocial interactions, impulsivity, and purchase intention. The survey instrument consisted of 40 items operationalizing the study’s constructions. Virtual influencer characteristics were measured across four dimensions: credibility, entertainment value, customization, and perceived similarity. Parasocial interactions were conceptualized as the degree of emotional and psychological engagement users experience with virtual influencer personas. Impulsivity was measured as a dispositional tendency reflecting spontaneous and unplanned behavioral inclinations. Purchase intention captured respondents’ likelihood of purchasing products promoted by virtual influencers.
The measurement model was assessed for reliability and validity. Internal consistency was evaluated using Cronbach’s alpha and composite reliability. Construct and convergent validity were examined through confirmatory factor analysis, including assessment of factor loadings and average variance extracted (AVE). Structural Equation Modeling (SEM) using AMOS was employed to test hypothesized relationships. Model fit was evaluated using χ²/df, Comparative Fit Index (CFI), Tucker–Lewis Index (TLI), and Root Mean Square Error of Approximation (RMSEA). Mediation effects were examined using bootstrapping with 2000 resamples, enabling robust estimation of indirect effects. The moderating effect of impulsivity was tested through interaction analysis within the SEM framework.
 
Findings
The measurement model demonstrated satisfactory reliability and validity, with all constructs meeting recommended thresholds for internal consistency and convergent validity. Model fit indices indicated an acceptable fit between the proposed structural model and the observed data, confirming the adequacy of the model specification. Structural analysis revealed differentiated effects of virtual influencer attributes on purchase intention and parasocial interactions. Credibility and entertainment value exerted significant positive direct effects on purchase intention, suggesting that perceived trustworthiness and engaging content can independently stimulate behavioral intention. In contrast, customization and similarity did not demonstrate significant direct effects on purchase intention. Mediation analysis revealed distinct patterns. Parasocial interactions partially mediated the effects of credibility and entertainment value on purchase intention, indicating the presence of both direct and indirect pathways. Conversely, full mediation was observed for customization and similarity, as their direct effects on purchase intention were non-significant while their indirect effects through parasocial interactions were significant. This distinction highlights that certain influencer attributes directly trigger behavioral intention, whereas others operate primarily by strengthening relational attachment. The moderating analysis demonstrated a significant interaction between impulsivity and parasocial interactions in predicting purchase intention (β = 0.12, p = 0.038). This finding indicates that the positive effect of parasocial engagement on purchase intention is amplified among consumers with higher levels of impulsivity. In other words, impulsive individuals are more likely to translate relational engagement with virtual influences into purchase-related intentions
 
Discussion & Conclusion
The findings confirm that virtual influencer characteristics influence consumer purchase intention through both direct persuasive mechanisms and relational pathways mediated by parasocial interactions. The study advances theoretical understanding by differentiating between attributes that exert immediate behavioral influence (credibility and entertainment) and those that function primarily through mediated relational engagement (customization and similarity). Furthermore, incorporating impulsiveness as a moderating variable demonstrates that the strength of parasocial influence varies across individuals, underscoring the importance of consumer heterogeneity in digital persuasion models. From a managerial standpoint, the results suggest that successful virtual influencer strategies should prioritize fostering parasocial engagement while simultaneously ensuring high levels of credibility and entertainment value. Customization and perceived similarity should be leveraged to deepen relational bonds, whereas credibility and engaging content can stimulate both direct and mediated behavioral responses. Additionally, marketing campaigns targeting segments with higher impulsivity may yield stronger purchase outcomes when parasocial engagement is effectively cultivated. Overall, this study provides a comprehensive, empirically grounded explanation of how virtual influencer attributes, parasocial interactions, and impulsivity interact to shape consumer purchase intention, contributing to a more refined understanding of relational mechanisms in contemporary digital marketing environments.