Virtual influencers (VIs) are increasingly being adopted in digital marketing and social media advertising. However, limited research has examined how VIs should be designed to align with consumer preferences in culturally diverse markets such as India. This study employs an adapted Quality Function Deployment (QFD) approach to identify and prioritize design attributes that enhance the acceptance and effectiveness of VIs among Indian consumers. Drawing on theories of source credibility and source attractiveness, six design characteristics were identified and mapped against consumer requirements. The findings reveal that similarity to humans or culture emerged as the most influential design attribute, exhibiting strong positive relationships with attractiveness, likability, and hedonic value. Narration technique positively influenced endorsement relevance but was negatively associated with likability, suggesting a trade-off between informational and emotional appeal. The study contributes to the emerging literature on virtual influencers by introducing QFD as a systematic framework for translating consumer preferences into actionable design specifications. The findings provide practical guidance for marketers and developers seeking to create culturally resonant and credible virtual influencers for the Indian market.

Keywords

Virtual influencers, Quality Function Deployment, Source credibility, Virtual Influencer Design, Consumer perception.