Exploring the Role of Virtual Influencers in Promoting Adaptive Sustainable Clothing through Visual Narrative Transportation

Virtual influencers (VIs) are increasingly utilized in digital marketing due to their cost-effectiveness and ability to foster customer engagement like human influencers (HIs). Despite their rapid popularity, the artificial nature of VIs raises concerns regarding authenticity and credibility, particularly in contexts that emphasize inclusivity and sustainability. VIs, like HIs, present themselves on social media with unique personas and storylines using transmedia storytelling to connect with customers and promote products. With this research, we seek to understand better the role of visual narrative transportation in influencer marketing (human versus virtual) to promote adaptive sustainable clothing. Using a 2x2 between-subject experimental design, we manipulate both influencer type (diverse virtual vs. diverse human) and the presence of visual narratives to assess their impact on consumer perceptions. Additionally, we investigate the mediating roles of perceived uniqueness and transportability in shaping consumer responses, including interaction intentions, brand attitude, and choice behavior. The results suggest that VIs, combined with visual narratives, can enhance perceived uniqueness and reportability, driving positive customer behavior with adaptive clothing. This research aims to contribute to the literature on VIs by examining their effectiveness in promoting diversity and sustainability.