Virtual stars with real hearts! Understanding consumer engagement towards metaverse influencers: a multi-country perspective

Purpose The primary objective of this study is to examine how social powers and consumption values drive engagement with metaverse influencers, while also investigating the mediating role of parasocial interactions. Design/methodology/approach A quantitative online cross-sectional survey was conducted from a sample size of 237 Indian metaverse users and 225 American metaverse users. Data were analysed using covariance-based structural equation modelling. Findings The results of direct effects in the Indian context reveal that social presence, physical mobility and emotional value significantly impact engagement towards metaverse influencers. Furthermore, in the American context, the results revealed that informational power, referent power and physical mobility value significantly influence engagement towards metaverse influencers. Parasocial interaction was found to be a significant mediator. Research limitations/implications This study explores behaviour intentions towards metaverse influencers but lacks causal evidence due to cross-sectional data. The generalizability of the findings is constrained by the inclusion of only two countries. Moreover, the study assesses behavioural intentions rather than actual behaviour, and future research could examine potential moderating factors. Practical implications This study also informs brands and marketers about the most significant powers and values that enhance customer engagement. Originality/value This research enriches the literature on metaverse influencer marketing by highlighting the mediating role of parasocial interactions. Moreover, this study enriches the literature pertaining to social power theory and the theory of consumption values.