Lu Yao, Nursafwah Tugiman, *Mohamad-Noor Salehhuddin Sharipudin

Abstract:

The research explores the expanding role of virtual human influencers (VHIs) in digital marketing via parasocial interactions (PSIs) in live streaming commerce, with a focus on Chinese consumers. Grounded in the theoretical framework of the parasocial interaction theory, this study examines how VHIs attract viewers, engage with the material, and influence purchase decisions. Our study comprised two phases. Firstly, we conducted an extensive search across different scholarly databases and digital libraries using the keywords VHIs, PSIs, and live streaming commerce, which produced 35 relevant studies with matching content to the context of the present research. Then, we conducted a focus group discussion. Thematic analysis involved familiarisation with the data, coding, and theme development, ensuring an in-depth understanding of the participants’ views.

Keywords: Virtual human influencers, parasocial interactions, live streaming commerce, cultural customisation, and Chinese market