Factors of virtual influencer marketing influencing Generation Y consumers’ purchase intention in Malaysia

contribution to the existing influencer marketing literature, where results reveal that Attitude towards virtual influencer strongly mediates the relationship between Parasocial Interaction, Attractiveness and Trustworthiness and purchase intention. Hence, the findings from this study offer purposeful and relevant insights for both scholars and marketing practitioners as to the factors of virtual influencer marketing influencing Generation Y consumers' purchase intention, specifically in Malaysia. As most of the recent literature are mostly based on the Westerners' point of view, it is concluded that more studies shall be carried out to gather evidence from various perspectives through the academia and industry practitioners across Asia to compare, verify and support the findings from both sides of the world in future research.