Abstract

Purpose This study aims to provide supplements to the research on digital human avatar (DHA) and suggestions for brands to use DHA appropriately to build brand fans effect. Design/methodology/approach On the basis of integrating Avatar theory and Stimulus-organism-response theory, this study obtains data from 733 Chinese respondents aged 18–25 and uses regression analysis and bootstrap analysis to verify the relationships among the variables: DHA characteristics (form realism, behavioral realism and brand alignment) as the independent variables, brand fans effect as the dependent variable, consumer positive emotion as the mediating variable and product type (experience vs search) as the moderating variable. Findings The results show that DHA characteristics positively influence brand fans effect and consumer positive emotion, consumer positive emotion positively influences brand fans effect and consumer positive emotion plays a mediating role. Meanwhile, for experience products, the impact of DHA’s form realism and behavioral realism on consumer positive emotion is higher than that of brand alignment; for search products, the impact of DHA’s brand alignment on consumer positive emotion is higher than that of form realism and behavioral realism. Originality/value This study enriches and expands the empirical research perspectives and conclusions in the DHA field, improves its research framework and provides suggestions for brands to appropriately use DHA to build brand fans effect.