Do virtual influencers really influence consumers’ purchase intentions?

New technologies are transforming how companies interact with consumers and promote their products. In this context, virtual influencers (VI), computer-generated personalities designed to mimic humans, have emerged over the last decade. In light of the recent rise of virtual influencers, studies are needed in the literature investigating the effectiveness of VIs in marketing strategies to promote brands and their products. Therefore, adopting the S-O-R theoretical model and on the basis of source credibility theory, this study aims to investigate the relationship between virtual influencers’ credibility and their influence in consumers’ purchase intentions. Furthermore, it will explore whether this relationship is mediated by consumer involvement and the perceived usefulness of virtual influencers’ recommendations. This study extends the scientific literature on the topic of virtual influencers and provides guidance to practitioners on their effectiveness in marketing strategies.