Research on the Effectiveness of Virtual Endorsers: A Study Based on the Match-Up Hypothesis and Source Credibility Model

Abstract

In the digital era, businesses are actively integrating advanced technology and innovative marketing strategies to achieve sustained growth. Notably, virtual endorsers play a key role in driving enterprises towards digital transformation in the field of digital marketing. Understanding consumer attitudes towards the use of virtual endorsers in digital marketing is especially important for enterprises employing digital tools to realize a sustainable business model. To this end, this research adopts the match-up hypothesis and source credibility model as its theoretical framework, delving into the impact of virtual endorser–product fit and credibility features (attractiveness, expertise, and trustworthiness) on product attitudes, as well as the interactive effects of these features with product types. We collected feedback data from 376 participants through an online questionnaire and validated our hypotheses using the PLS-SEM model. The results demonstrate that virtual endorser–product fit positively affects credibility, with higher credibility further enhancing consumers’ attitudes toward products. Additionally, the source credibility model partially mediates the relationship between the match-up hypothesis and product attitudes, with attractiveness exerting the most significant impact. Finally, we observed variations in consumer attitudes toward products endorsed by virtual endorsers based on product types. The findings of this study provide a solid theoretical basis for a deeper understanding of consumer attitudes towards the application of virtual endorsers in marketing and offer practical suggestions for businesses to leverage digital tools for sustainable development.