Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Engagement or social glue? An investigation of influential characteristics of virtual influencers in Metaverse

Published: May 24, 2023


Aman Kumar, Indian Institute of Management Visakhapatnam; Amit Shankar, Indian Institute of Management Visakhapatnam


The aim of the study is to identify the most influential attributes of metaverse influencers' and examine their impact on customer engagement and social glue. Three studies (one qualitative and two quantitative studies) were conducted to understand the phenomenon better. The qualitative study was conducted to identify the antecedents of the theoretical model, which was tested in study 2 using the covariance-based structural equation modelling technique. Study 3 then divided the respondents based on the virtual influencer attribute preferences. Results of study 1 revealed the six most influential characteristics of metaverse influencers which are physical attractiveness, social attractiveness, perceived credibility, influencer-metaverse fit, intimacy and attitude homophily. Further, study 2 validated that attractiveness and perceived credibility enhance engagement. Further, intimacy, perceived credibility and homophily enhance social glue. Parasocial relationships and self-discrepancy are found to be significant mediator and moderator, respectively. Finally, study 3 used latent class analysis to reveal different clusters of metaverse users. The findings of this research enhance understanding regarding virtual influencers in the metaverse context, thereby contributing to the influencer marketing literature. Based on the findings, we suggest some insightful implications for marketers.