Virtual Influencers’ Leadership: A Catalyst for Emotional Brand Attachment and Fashion Brand Credibility

Influencers in digital marketing strategies are increasingly frequent and effective in promoting certain brands' products and spreading fashions within users' online communities. With the advent of new technologies, virtual influencers (VIs) have also started to spread and be followed. The influence and leadership held by virtual influencers can foster emotional attachment to a brand and influence behavioural intentions. Emotional attachment in turn enables greater brand credibility. The proposed conceptual model also considers control variables such as product category and the importance of a suitable fit between influencers and sponsored brand products. The study offers both theoretical and managerial implications, promises to test a conceptual framework, and suggests new insights that can direct the digital marketing strategies of managers in the fashion industry enhancing the role of VIs.