Virtual influencers as an emerging marketing theory: A systematic literature review

Abstract

Over the past few years, the popularity of influencers on social media (SM) has increased, and influencer marketing has become an important element in companies' marketing strategies. This has resulted in significant interest from researchers and practitioners; consequently, the number of publications devoted to the topic of influencers and influencer marketing has risen. Simultaneously, computer‐generated avatars and virtual influencers (VIs), including those using artificial intelligence (AI) and machine learning, have begun to emerge and gain popularity in the SM space. Thus far, research on these topics has been limited, with few studies examining the issue from different perspectives. Given the growing potential of VIs' inclusion in the consumer decision‐making process, and this being a developing field, a comprehensive and critical review of existing research on this subject is urgently needed. In response, this study consolidates the current state of research on virtual, AI, and computer‐generated influencers. A systematic review of peer‐reviewed articles was conducted to identify key themes and dominant concepts. An analysis of 35 articles provides an understanding of this phenomenon, shedding light on the mechanisms underlying the appeal of VIs and their role in shaping consumer attitudes and behaviors. Based on the analysis, the main thematic streams from the study are presented. Further, research gaps have been identified, and recommendations made for future research directions.

The role of anthropomorphism and racial homophily of virtual influencers in encouraging low‐ versus high‐cost pro‐environmental behaviors

“…Social media influencers are individuals from everyday people to celebrities who create online contents that influences their followers (Hudders et al, 2021). A virtual influencer is a computer-generated character designed to simulate a human influencer and engage with audiences on social media platforms (Laszkiewicz & Kalinska-Kula, 2023). They are typically created using advanced 3D animation and artificial intelligence technologies.…”

“…Despite the drawbacks associated with virtual influencers, the emerging trend of using virtual influencers in social media marketing will continue to be an important research topic, particularly in the age of generative artificial intelligence (Laszkiewicz & Kalinska-Kula, 2023). Virtual influencers provide brands with more flexibility and control compared to human influencers.…”

Analysis on Students’ Performance to Promote Gender Equality in Creative Fashion Design

“…the present study focuses on the performance of both genders at the tertiary education level and admonishes male students to embrace fashion design as a career. The fast-growing nature of the fashion industry has shifted the attention of most researchers to fashion leadership, fashion influencers, the job security of graduates in the sector, the welfare of staff and progress of fashion departments at the tertiary level (Workman & Lee, 2017;Lang & Armstrong, 2018;Howard, et al, 2021;Rensburg, et al, 2023;Mbatha, 2023;Shin & Lee, 2023;Laszkiewicz & Kalinska-Kula, 2023). Analysis and comparison of gender performance of tertiary students in fashion design programme has therefore received little attention from researchers.…”