Modelling the Impacts of Brand Image on WOM for Virtual Idols

Abstract

Virtual idols can replace real people in advertising endorsement without any moral problems, which is one of the feasible spokespersons. The purpose of this study is to explore the current status of brand image, brand awareness and word-of-mouth perceived by consumers to virtual idols, their correlation, the mediating effect of brand awareness and the moderating effect of involvement. In this study, a questionnaire survey was used to collect data, and 425 valid samples were obtained through online survey. The results show that the relationship between brand image, brand awareness and word-of-mouth presents a significant and positive correlation; brand image has a significant and positive impacts on word-of-mouth and brand awareness; brand awareness has a significant and positive impacts on word-of-mouth. In addition, the mediating effect of brand awareness on brand image-word-of-mouth relationship and the moderating effects of involvement among those variables used in this study have been confirmed. Finally, this study suggests that enterprises should be committed to improving the brand image of virtual idols, so that consumers can perceive the characteristics and highlights of virtual idols. Moreover, future studies can try to compare the effects of different virtual idols’ endorsement, and compare the differences in their brand image, brand awareness and word-of-mouth.