Building WOM from Consumer Involvement for Virtual Idols Endorsement

Abstract

In the era of the meta-universe, virtual idol endorsement is a rising issue in recent years. Some moral and illegal problems can be avoided through virtual idol endorsement. Virtual idol endorsement, can be said to be one of the feasible solutions of brand spokesperson, which is conducive to the development of marketing strategy and sustainable development of enterprises. Fewer studies, however, have been made on clarifying the effect of consumer involvement on words of mouth. The purpose of this study is to sort out the variable relationship in virtual idol endorsement. Data was collected by questionnaire survey and a total of 425 valid samples were received. Findings reveal that consumer involvement has a significant and positive impacts on brand image, brand awareness and words of mouth, which are the three powerful antecedents. Moreover, both brand image and brand awareness are the mediators in the virtual idol endorsement context. Such the product design of an enterprise should think from the consumer orientation was drawn to enterprises.