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The Effect of AI Virtual Influencers on Purchase Intention: The Mediating Role of Parasocial Interaction: A Field Study on the Fashion Industry in Egypt

Year: 2026

Type: article

Abstract: The objective of this study is to investigate the effect of AI virtual influencers (VIs); in terms of perceived authenticity and perceived anthropomorphism on Purchase intention, viewing the mediating role of Parasocial interaction, by application on the women fashion industry in Egypt. Questionnaire was used to collect data, and a non-probability purposive sampling technique was adopted. A total of 128 responses were collected and analyzed. Partial least squares structural equation modeling (PLS-SEM) was performed in R using the SEMinR package (version 2.5.0). The findings supported all the proposed direct and indirect hypotheses, concluding that perceived authenticity and anthropomorphism play a vital role in directly influencing purchase intention, and that parasocial interaction also plays an indirect role in mediating this relationship.

Source: International Review of Management and Marketing

DOI: 10.32479/irmm.24784

Authors: Hajar Mohammad Alhosseiny, Dalia Abouelfath

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $300

OpenAlex ID: W7225035003

FWCI:

Cites: 1

Cited by:

Related to: 10