Author

  • Yuan Xinying

    • Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

  • Liu Shuzhen

    • UCSI University Malaysia, Malaysia
    • Malaysia

  • Faiz Izwan Anuar

    • Universiti Teknologi MARA (UiTM), Malaysia
    • Malaysia

Abstract

This study aims to evaluate, through central and peripheral paths, how Virtual influencers (VIs) affect users' brand attachment towards destinations. Based on the Elaboration Likelihood Model (ELM), this research analyses how the attributes of Virtual Influencers (VIs), such as personalisation and anthropomorphism, influence users' brand trust and perceived enjoyment, which in turn impact brand attachment. The analysis is based on 388 valid questionnaire responses using Partial Least Squares Structural Equation Modelling (PLSSEM). The results indicate that the information quality and interaction quality provided by VIs significantly enhance users' brand trust, while personalisation and anthropomorphism boost perceived enjoyment, thus facilitating the formation of brand attachment. Furthermore, the studies confirm the moderating effect of brand self-congruity in the link between brand attachment and trust. Based on the findings, the study also offers recommendations for Destination Marketing Organizations (DMOs), suggesting that DMOs should emphasize the development of personalization and anthropomorphic characteristics in virtual influencer (VI) marketing to increase user brand loyalty.

Keywords

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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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Vol. 17 No. 3(I) (2025) Tourism, Heritage & Employee Retention View issue contents

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2025-09-13

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