Exploring the Impact of Virtual Artists and Consumers through Social Identity Theory

Abstract

With the rapid advancement of digital technology, the rise of virtual influencers has emerged as an influential force across various fields. Unlike traditional influencers, virtual influencers have digitally created and customizable characteristics, enabling distinctive identity formation processes within online communities. They not only engage with consumers through diverse interactive formats but also offer innovative development opportunities for businesses, demonstrating considerable influence and appeal.

Grounded in Social Identity Theory, this study investigates how virtual influencers convey their image and values to evoke emotional resonance in consumers, which, under the influence of We-Intention, further enhances brand identification, thereby increasing brand loyalty and purchase intention. The research method adopted an online questionnaire survey, collecting a total of 133 valid responses. Empirical analysis was performed using descriptive statistics, correlation analysis, and regression analysis. The results reveal that once We-Intention is formed, social identity does not have a direct effect on brand loyalty. This suggests that brand loyalty is more influenced by consumers’ participation and interaction within the group, which subsequently influences their purchase intentions. This study contributes to the literature by clarifying the mediating role of We-Intention in virtual influencer marketing and offers practical insights for enhancing consumer engagement through community-based strategies. Future research directions include cross-cultural comparisons and investigations into demographic variations in virtual influence effectiveness.