Table 3.

Research directions of virtual idols marketing.

Components	Research Proposition Objects	Research Propositions
antecedents associated with virtual idols’ influence	Study virtual idol characteristics associated with virtual idols’ influence: -physical attractiveness -social attractiveness -homophily -exposure	P1: Virtual idol characteristics (physical attractiveness, social attractiveness, homophily, exposure) may positively impact virtual idols’ influence.
	Study content characteristics associated with virtual idols’ influence: -creativity -appeal -hedonic value	P2: Content characteristics (creativity, appeal, hedonic value) may positively impact virtual idols’ influence.
	Study consumer characteristics associated with virtual idols’ influence: -ideal self-congruence	P3: Consumer characteristics (i.e., ideal self-congruence) may positively impact virtual idols’ influence.
mediation through fans’ affective responses	Study the influence of virtual idol characteristics on marketing outcomes under the mediation of PSI: -physical attractiveness -social attractiveness -homophily -exposure	P4: Virtual idol characteristics (physical attractiveness, social attractiveness, homophily, exposure) may positively impact audiences’ PSI, then bring positive marketing outcomes with the mediation of PSI.
	Study the influence of content characteristics on marketing outcomes under the mediation of PSI: -creativity -appeal -hedonic value	P5: Content characteristics (creativity, appeal, hedonic value) may positively impact audiences’ PSI, then bring positive marketing outcomes with the mediation of PSI.
	Study the influence of consumer characteristics on marketing outcomes under the mediation of PSI: -ideal self-congruence	P6: Consumer characteristics (i.e., ideal self-congruence) may positively impact audiences’ PSI, and then bring positive marketing outcomes with the mediation of PSI.
	Study the influence of virtual idol characteristics on marketing outcomes under the mediation of emotional attachment: -homophily -exposure	P7: Virtual idol characteristics (homophily, exposure) may positively impact fans’ emotional attachment, then bring positive marketing outcomes with the mediation of emotional attachment.
	Study the influence of content characteristics on marketing outcomes under the mediation of emotional attachment: -creativity -appeal -hedonic value	P8: Content characteristics (creativity, appeal, hedonic value) may positively impact fans’ emotional attachment, then bring positive marketing outcomes with the mediation of emotional attachment.
	Study the influence of consumer characteristics on marketing outcomes under the mediation of emotional attachment: -ideal self-congruence	P9: Consumer characteristics (i.e., ideal self-congruence) may positively impact fans’ emotional attachment, then bring positive marketing outcomes with the mediation of emotional attachment.
marketing outcomes generated by virtual idols	Study attitudinal outcomes brought by PSI in the virtual idols’ endorsement: -attitude toward products -attitude toward brands	P10: Fans’ PSI toward virtual idols may positively impact their attitudes toward the products and brands endorsed by their favorite virtual idols.
	Study attitudinal outcomes brought by emotional attachment in the virtual idols’ endorsement: -attitude toward products -attitude toward brands	P11: Fans’ emotional attachment to virtual idols may positively impact their attitudes toward the products and brands endorsed by their favorite virtual idols.
	Study purchase intention outcome brought by PSI in the virtual idols’ endorsement	P12: Fans’ PSI toward virtual idols may positively impact their purchase intention of the brands endorsed by their favorite virtual idols.
	Study purchase intention outcome brought by emotional attachment in the virtual idols’ endorsement	P13: Fans’ emotional attachment to virtual idols may positively impact their purchase intention of the brands endorsed by their favorite virtual idols.
	Study WOM outcome brought by PSI in the virtual idols’ endorsement	P14: Fans’ PSI toward virtual idols may positively impact the WOM of the brands endorsed by their favorite virtual idols.
	Study WOM outcome brought by emotional attachment in the virtual idols’ endorsement	P15: Fans’ emotional attachment to virtual idols may positively impact the WOM of the brands endorsed by their favorite virtual idols.
moderating effects on the outcomes of virtual idol marketing	Study the moderating effect of idolatry involvement on outcomes of virtual idol marketing	P16: The outcomes of virtual idol marketing (attitude, purchase intention, WOM) may be moderated by audiences’ involvement in idolatry, fans’ higher idolatry involvement may lead to better marketing outcomes.
	Study the moderating effect of product category on outcomes of virtual idol marketing	P17: The outcomes of virtual idol marketing (attitude, purchase intention, WOM) may be moderated by product category (hedonic goods vs. utilitarian goods), compared with utilitarian goods, virtual idols’ endorsement of hedonic goods may lead to better marketing outcomes.