Virtual Influencers: The Effects of Controlling Entity, Appearance Realism and Product Type on Advertising Effect

Zhang, Liangbo; Ren, Jifan

doi:10.1007/978-3-031-05014-5_25

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Cited by 3 publications

References 26 publications

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Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance

Kim,

Ki,

Lee

et al. 2024

Journal of Business Research

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Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance

Kim,

Ki,

Lee

et al. 2024

Journal of Business Research

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Virtual Influencers

Barbosa

2023

Advances in Marketing, Customer Relationship Management, and E-Services

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Virtual influencers are rapidly gaining significance in the digital marketing realm. This study offers an overview of the fragmented landscape of virtual influencer research, addressing key contributions, themes, methodologies, and future directions. Employing a bibliometric analysis approach, the research examined 52 articles from the Scopus database, shedding light on the evolving field. Findings underscore a dispersed literature landscape that began in 2020, spanning 44 distinct outlets and involving 138 authors. The prevailing research primarily centers on general social media users' perceptions of virtual influencers, leaving substantial gaps in the study of actual followers. Many pieces of research exhibit a lack of methodological rigor and theoretical framework. As the discipline progresses, there is an emergent need for enhanced methodologies that focus on genuine followers and encompass broader managerial objectives. The prospects for subsequent research in this domain are vast and promising.

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The Impact of Virtual Influencers’ Characteristics on Purchase Intentions TowardFashion Products: Focusing on the Mediating Effect of Mimetic Desire

Shin,

Yum

2024

FTRJ

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show abstract

Virtual Influencers: The Effects of Controlling Entity, Appearance Realism and Product Type on Advertising Effect

Cited by 3 publications

References 26 publications

Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance

Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance

Virtual Influencers

The Impact of Virtual Influencers’ Characteristics on Purchase Intentions TowardFashion Products: Focusing on the Mediating Effect of Mimetic Desire

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