Virtual Influencer; virtual endorser; brand endorsement; purchase intention; generation Z; consumer behavior; Artificial Intelligence; social media marketing; signaling theory; attachment theory

Virtual influencers have become a key tool in modern marketing due to their high controllability and cost-effectiveness, gradually replacing traditional influencers and celebrities. This study focuses on virtual influencers as brand endorsers, based on signaling theory and attachment theory, exploring the influence of five key characteristics - controllability, interactivity, parasocial relationship, influencer-product congruence, and source credibility on the purchase intension of Chinese Generation Z consumers. The study used a quantitative approach to collect data