Do Virtual Influencers’ Endorsements Impact Purchase Intention at Restaurants: An Examination Using Symmetric and Asymmetric Approaches

The study examines how virtual influencers’ (VI) endorsement influences customers’ purchase intention (PI) at restaurants. It bridges the gaps in VI literature about a few antecedents of restaurant PI. The antecedents identified include attractiveness, credibility, trustworthiness, and attention. The respondents for the study included customers who visited restaurants through the influence of VIs. Data was collected from 411 respondents using online structured questionnaires. The data was analyzed using symmetric and asymmetric approaches. Results show that the identified variables influence PI of restaurant customers. The study has expanded the theoretical understanding of how VI can influence PI. It also provides practitioners with input on executing VI campaigns to increase consumer involvement and PI. The study has addressed the complex interplay between credibility, trustworthiness, attention, and PI.