Research purpose:
This research explores how anthropomorphism influences the parasocial relationships that Generation Z in Ho Chi Minh City develop with virtual influencers, highlighting the mediating effects of trustworthiness and wishful identification.
Research motivation:
Although virtual influencers are experiencing rapid growth, academic research in this area remains limited compared to the extensive body of work on human influencers. Previous studies predominantly investigated individual mediating mechanisms in isolation. This study seeks to address this gap by simultaneously examining perceived trustworthiness and wishful identification, thereby providing a more comprehensive understanding of the psychological processes underlying consumer relationships with virtual influencers.
Research design, approach, and method:
A quantitative survey was conducted with Gen Z respondents who had prior exposure to virtual influencers. Data were collected via online and direct questionnaires and analyzed using Structural Equation Modeling (SEM) with SmartPLS and SPSS software.
Main findings:
The results show that anthropomorphic features of virtual influencers positively influence both trustworthiness and wishful identification. Both factors significantly mediate the relationship between anthropomorphism and parasocial relationships, with wishful identification exerting a stronger mediating effect than trustworthiness.
Practical implications:
Marketers should focus on designing virtual influencers that evoke wishful identification, as this more strongly shapes consumer relationships than trustworthiness. Campaigns should target the predominantly female Gen Z audience on platforms such as TikTok and Instagram, while ensuring a balance between personality and transparency to foster both emotional engagement and long-term brand loyalty.