PurposeVirtual idols have entered the golden period as the main form of future digital people. However, existing studies only focus on a single idol type and partial role relationships related to virtual idols, lacking synthesized insights. To address these gaps, this paper summarizes different types of virtual idols and all role relationships to achieve a comprehensive literature review.Design/methodology/approachBased on the business ecosystem theory, this paper constructs a business role ecosystem framework for virtual idols from the two subsystems of value co-creation and value realization.FindingsFirstly, we extract common characteristics and the generalized definition applicable to diverse idol types. Secondly, we find that there are commonalities and differences in the significant characteristics of virtual idols in different application fields. Thirdly, literature in the value co-creation subsystem mainly focuses on co-creation mechanisms in the role relationship between idols and demanders (RRID). A few focus on virtual idols’ constructions in the role relationship between producers and idols (RRPI) and co-creation phenomena in the role relationship between demanders and producers (RRDP). Finally, literature in the value realization subsystem mainly focuses on consumer attitudes and realization mechanisms in RRID. A few focus on realization phenomena in the role relationship between producers and tripartite enterprises (RRPT) and RRPI.Practical implicationsThis paper points out future implementing directions of industry practitioners, gives strategies to promote economic value realizations and emphasizes the importance of cultural communication.Originality/valueThis paper discusses the existing theoretical gaps and possible future research directions regarding characteristics, applications and role relationships.
