Unlocking the potential of virtual endorsers: The role of brand-owned and brand-non-owned virtual endorsers in shaping brand attitude

As digital marketing evolves, virtual endorsers have become a key strategy for brands to attract and connect with consumers. More and more brands are using both brand-owned and brand-non-owned virtual endorsers. While existing research has largely focused on comparing virtual and human endorsers and typically categorizes virtual endorsers as human-like or cartoon-like, systematic studies on brand-owned and brand-non-owned virtual endorsers are still lacking. This research employs a mixed-method approach to explore the attributes of brand-owned and brand-non-owned virtual endorsers and their effects on brand attitude. Through qualitative methods, including focus group discussions, in-depth interviews, and essay writing, we identified ten key attributes of brand-owned and brand-non-owned virtual endorsers: endorser-brand match, independence, popularity, uniqueness, credibility, interactivity, informativeness, flexibility, novelty, and stability. Quantitative research using a survey demonstrated that both types of virtual endorsers and their attributes significantly enhance brand attitude. Additionally, an experiment explored the effects of brand-owned versus brand-non-owned virtual endorsers on brand attitude, brand association, and purchase intention across collectivist and individualist cultures. This research systematically investigates brand-owned and brand-non-owned virtual endorsers, enriching theoretical insights in digital marketing and advertising, and providing practical guidance for brands in selecting and managing virtual endorsers.