ISSN: 2222-6990
Open access
The growing adoption of virtual influencers (VIs) in digital marketing has sparked interest in their impact on Generation Z (Gen Z) in emerging markets like Malaysia. This study explores how Gen Z’s trust and engagement with VIs influence purchase intention, leveraging the Source Credibility Theory and Elaboration Likelihood Model. Using a quantitative survey of 200 Malaysian Gen Z respondents, the research finds that trust in VIs directly drives engagement and purchase intention, while engagement partially mediates this relationship. Cultural preferences for transparency and value alignment are key moderators. The study contributes to understanding VI effectiveness in collectivist contexts and offers insights for brands targeting Gen Z.
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