Determinants of the acceptance of virtual influencers as digital promoters in the retail industry
- Post by: Muthanna mjdes
- January 1, 2024
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Abstract
Virtual influencers are one of the modern methods in digital marketing that have begun to spread globally, and are expected to become the basic image of digital influencers. Therefore, there is great interest among both researchers and companies. Therefore, this study attempted to address this topic. This study aimed to identify the extent of acceptance of virtual influencers, and to identify the dimensions through which virtual influencers can be accepted as digital promoters among Generation Z in the Kingdom of Saudi Arabia. The main question of this study was: “What are the dimensions of acceptance of virtual influencers as digital promoters among Generation Z?” Therefore, the study attempted to test hypotheses to identify the effect of the relationship between the dependent variable, which is acceptance of the virtual influencer, on the independent variables represented by credibility with its dimensions (trustworthiness, expertise, attractiveness, and similarity), the Available credibility positively variable with its dimensions (acquaintance, friendship, and understanding), and the variable of the appropriate content provided by the virtual influencer. For the purpose of collecting data, we relied on distributing an electronic questionnaire to 800 people in Saudi Arabia. The results showed that virtual influencers must be worthy of consumers’ trust, similar to them in personal and life aspects, and attractive in order to be accepted by consumers. It also concluded that it is important for there to be understanding between the virtual influencer and the consumer to understand his personality and provide what suits him, and for friendship and understanding to form between them. Finally, the study concluded the importance of the content provided by the virtual influencer, which must suit every consumer and support the trust and credibility of the virtual influencer. Therefore, the study recommends the need for companies to pay attention to the virtual influencer because it will become the basic form of digital influencers, ensuring that they provide the necessary dimensions for their use.
Muthanna Journal of Administrative and Economic Sciences, 2023,Volume 13, Issue 4, Pages 54-66
DOI:10.52113/6/2023-13-4/54-66
