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Abstract
This study was designed to explore the realism of fashion virtual influencer (VI) advertising on social media and the narrative transportation (NT) mechanism. The specific research objectives were as follows: (a) to identify multiple aspects of realism in fashion VI advertising on social media that evoke NT, i.e., transportation and identification; (b) to explore the mechanism of NT driven by the realism of fashion VI advertising on social media; (c) to investigate the reflection process of NT that involves matching the story in fashion VI advertising with consumers’ own real-world experiences; (d) to examine potential persuasion outcomes driven by NT; and (e) to evaluate the moderating role of fashion innovativeness between fashion VI advertising realism and the NT process.
Narrative Transportation Theory (NTT) as the theoretical foundation supported the proposed research model. This dissertation employed a quantitative online survey method. A total of 632 complete responses were collected from the consumer panel, Prolific, across the United States. After excluding ineligible responses, 625 responses were retained to examine the suggested relationships. The analyses were based on a two-step approach using Confirmatory Composite Analysis (CCA): measurement and structural model assessments.
Utilizing SmartPLS 4.0.8.7, the results of the path significance analyses revealed that fashion VI form and behavioral realism were the critical drivers of consumer transportation into fashion VI advertising and identification with fashion VIs. Product placement realism positively evoked consumer transportation; however, visual and textual realism did not. Additionally, consumer transportation positively affected perceived external realism, leading to perceived narrative realism. Meanwhile, consumer identification did not significantly affect perceived external realism. Perceived narrative realism positively affected consumer attitudes toward fashion VI advertising and their purchase intentions toward products featured in the advertising. Interestingly, consumer attitude negatively influenced purchase intention. Fashion innovativeness only moderated the relationship between fashion VI form realism and consumer identification.
The findings of this study provide a comprehensive conceptual understanding of VI social media advertising by identifying multiple dimensions of realism and further articulating the NT mechanism driven by the realism of fashion VI advertising. Moreover, the study offers insightful suggestions for marketers and advertisers.
INDEX WORDS: Fashion virtual influencer, Advertising, Realism, Narrative transportation, Reflection, Attitude, Purchase intention, Fashion innovativeness, Social Media, PLS-SEM
Narrative Transportation Theory (NTT) as the theoretical foundation supported the proposed research model. This dissertation employed a quantitative online survey method. A total of 632 complete responses were collected from the consumer panel, Prolific, across the United States. After excluding ineligible responses, 625 responses were retained to examine the suggested relationships. The analyses were based on a two-step approach using Confirmatory Composite Analysis (CCA): measurement and structural model assessments.
Utilizing SmartPLS 4.0.8.7, the results of the path significance analyses revealed that fashion VI form and behavioral realism were the critical drivers of consumer transportation into fashion VI advertising and identification with fashion VIs. Product placement realism positively evoked consumer transportation; however, visual and textual realism did not. Additionally, consumer transportation positively affected perceived external realism, leading to perceived narrative realism. Meanwhile, consumer identification did not significantly affect perceived external realism. Perceived narrative realism positively affected consumer attitudes toward fashion VI advertising and their purchase intentions toward products featured in the advertising. Interestingly, consumer attitude negatively influenced purchase intention. Fashion innovativeness only moderated the relationship between fashion VI form realism and consumer identification.
The findings of this study provide a comprehensive conceptual understanding of VI social media advertising by identifying multiple dimensions of realism and further articulating the NT mechanism driven by the realism of fashion VI advertising. Moreover, the study offers insightful suggestions for marketers and advertisers.
INDEX WORDS: Fashion virtual influencer, Advertising, Realism, Narrative transportation, Reflection, Attitude, Purchase intention, Fashion innovativeness, Social Media, PLS-SEM