The Influence Mechanism of Virtual Influencers on Destination Brand Attachment: An Analysis Based on the Elaboration Likelihood Model (ELM)

This study aims to investigate how virtual influencers affect users' brand attachment towards tourist destinations through central and peripheral routes. Based on the Elaboration Likelihood Model (ELM), the research analyzes how attributes of virtual influencers, such as personalization and anthropomorphism, influence users' brand trust and perceived enjoyment, which in turn impact brand attachment. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze 388 valid questionnaire responses. The results indicate that the information quality and interaction quality provided by virtual influencers significantly enhance users' brand trust, while personalization and anthropomorphism boost perceived enjoyment, thus facilitating the formation of brand attachment. Additionally, the research validates the moderating role of brand self-congruity between brand trust and brand attachment. Based on the findings, the study also offers recommendations for Destination Marketing Organizations (DMOs), suggesting that DMO should emphasize the development of personalization and anthropomorphic characteristics in virtual influencer marketing to increase user brand loyalty.