Paper Title
VIRTUAL INFLUENCER ENDORSEMENT: THE ROLE OFATTRACTIVENESS, POPULARITY, AND LIKEABILITY ON CONSUMER’S ATTITUDE AND WOM

Abstract
Abstract - This paper aims to identify the antecedents and outcomes of virtual influencer endorsement. The result finds that virtual influencers’ attractiveness and popularity have positive impacts on virtual influencers’ likeability, and virtual influencers’ likeability can bring positive consumers’ attitudes and WOM. Compared with popularity, attractiveness shows a higher effect on likeability. The effect of likeability on WOM is more significant than on consumers’ attitudes. The findings of this study can bring managerial implications to marketing practitioners. Keywords - Virtual Influencer, Digital Celebrity Endorsement, Influencer Marketing