The Influence Mechanism of Virtual Influencers on Destination Brand Attachment: An Analysis Based on the Elaboration Likelihood Model (ELM)
Keywords:
Virtual influencer, Destination Brand Attachment, Elaboration Likelihood Model (ELM), Destination Brand Self-Congruence.
Abstract
This study aims to investigate how virtual influencers affect users' brand attachment towards tourist destinations through central and peripheral routes. Based on the Elaboration Likelihood Model (ELM), the research analyzes how attributes of virtual influencers, such as personalization and anthropomorphism, influence users' brand trust and perceived enjoyment, which in turn impact brand attachment. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze 388 valid questionnaire responses. The results indicate that the information quality and interaction quality provided by virtual influencers significantly enhance users' brand trust, while personalization and anthropomorphism boost perceived enjoyment, thus facilitating the formation of brand attachment. Additionally, the research validates the moderating role of brand self-congruity between brand trust and brand attachment. Based on the findings, the study also offers recommendations for Destination Marketing Organizations (DMOs), suggesting that DMO should emphasize the development of personalization and anthropomorphic characteristics in virtual influencer marketing to increase user brand loyalty.
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References
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Conti, M., Gathani, J., & Tricomi, P. P. (2022). Virtual influencers in online social media. IEEE Communications Magazine, 60(8), 86–91.
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
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Dedeo?lu, B. B., Bilgihan, A., Ye, B. H., Wang, Y., & Okumus, F. (2021). The role of elaboration likelihood routes in relationships between user-generated content and willingness to pay more. Tourism Review, 76(3), 614–638.
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Farivar, S., Wang, F., & Yuan, Y. (2023). Influencer marketing: A perspective of the elaboration likelihood model of persuasion. Journal of Electronic Commerce Research, 24(2), 127–145.
Gaur, L., Afaq, A., Singh, G., & Dwivedi, Y. K. (2021). Role of artificial intelligence and robotics to foster the touchless travel during a pandemic: A review and research agenda. International Journal of Contemporary Hospitality Management, 33(11), 4079–4098.
Guo, X., & Pesonen, J. A. (2022). The role of online travel reviews in evolving tourists’ perceived destination image. Scandinavian Journal of Hospitality and Tourism, 22(4–5), 372–392. https://doi.org/10.1080/15022250.2022.2112414
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long Range Planning, 46(1–2), 1–12.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). Evaluation of reflective measurement models. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook, 75–90.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121.
Ham, J., Li, S., Looi, J., & Eastin, M. S. (2024). Virtual humans as social actors: Investigating user perceptions of virtual humans’ emotional expression on social media. Computers in Human Behavior, 155, 108161.
Huang, Z. (Joy), Zhang, C., & Hu, J. (2017). Destination brand personality and destination brand attachment – the involvement of self-congruence. Journal of Travel & Tourism Marketing, 34(9), 1198–1210. https://doi.org/10.1080/10548408.2017.1330171
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Published
2025-09-14
How to Cite
Xinying, Y., Shuzhen, L., & Anuar, F. I. (2025). The Influence Mechanism of Virtual Influencers on Destination Brand Attachment: An Analysis Based on the Elaboration Likelihood Model (ELM). Information Management and Business Review, 17(3(I), 551-564. https://doi.org/10.22610/imbr.v17i3(I).4500
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