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Abstract

This study investigates how the emotional, rational and authenticity appeals of virtual influencer (VI) content, together with VI credibility, shape Generation Z purchase intention through perceived content value and consumer engagement. An online survey was conducted among Indonesian Generation Z Instagram users who had been exposed to Lil Miquela’s Calvin Klein content, and the proposed model was estimated using partial least squares structural equation modelling (PLS-SEM). The results reveal that rational appeal, emotional appeal and VI credibility are positively associated with perceived content value, whereas authenticity appeal shows no significant relationship. Perceived content value is positively related to consumer engagement, which in turn is positively related to purchase intention. Perceived content value mediates the relationships of rational appeal, emotional appeal and VI credibility with engagement, and engagement mediates the link between perceived content value and purchase intention. The study extends advertising value and source credibility perspectives to non-human endorsers by demonstrating that message characteristics and source evaluations operate jointly in VI marketing. For practitioners, the findings highlight the importance of informative, emotionally relevant and credible VI content. The cross-sectional, single-influencer and single-brand design limits causal inference and generalisability.

Keywords

Virtual Influencer; Advertising Value; Source Credibility; Perceived Content Value; Consumer Engagement; Purchase Intention

How to Cite

Citation Format
Angellia, A., & Suryandari, R. T. (2026). When Pixels Persuade: Virtual Influencer Content Appeals, Credibility, and Generation Z Purchase Intention. LANCAH: Jurnal Inovasi Dan Tren, 4(2), 1516-1533. https://doi.org/10.35870/ljit.v4i2.9125

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Author Biographies

Anggi Angellia, Sebelas Maret University

Faculty of Economics and Business, Universitas Sebelas Maret, Surakarta, Indonesia

Retno Tanding Suryandari, Sebelas Maret University

Faculty of Economics and Business, Universitas Sebelas Maret, Surakarta, Indonesia

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Copyright (c) 2026 Anggi Angellia, Retno Tanding Suryandari

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