Attributes of virtual influencers: Science mapping and future agenda

Title

Attributes of virtual influencers: Science mapping and future agenda

Creator

Lalrengpuii; Pullot, Lijeesh

Description

Virtual influencers, constructed using advanced computer-generated imagery and artificial intelligence, have emerged as disruptive forces in the realm of influencer marketing. In contrast to their human counterparts, virtual influencers provide brands with enhanced control, adaptability, and scalability, effectively engaging audiences on a global scale across various digital platforms. However, despite their increasing prevalence and commercial uptake, scholarly exploration into their attributes and impacts remains sporadic and underdeveloped. This study conducts a systematic literature review and bibliometric analysis of 172 peer-reviewed articles indexed in Scopus, employing the SPAR-4-SLR methodology to delineate the knowledge framework surrounding virtual influencers. By utilizing Biblioshiny from the bibliometrix package and VOSviewer for analytical and visualization purposes, this research reveals that attributes such as trustworthiness, expertise, attractiveness, similarity, and anthropomorphism dominate the current discourse. Conversely, attributes such as authenticity, source realness, emotional expression, novelty, autonomy, and interactivity have been identified as largely underexplored. The bibliometric analysis illustrates a marked increase in academic output since 2020, primarily concentrated in journals focused on marketing, social sciences, and human?computer interaction. Thematic mapping further highlights key areas of focus, with motor themes identified as anthropomorphism, virtual reality, and consumer engagement, indicating their foundational importance in the current landscape of virtual influencer research. Several research gaps persist, particularly in the areas of cross-cultural consumer responses to virtual influencers, ethical considerations, parasocial interactions, and comparative effectiveness analyses between virtual and human influencers. Overall, our study synthesizes the literature, systematically categorizes the key attributes of virtual influencers, and proposes a future research agenda aimed at advancing theoretical frameworks and managerial effectiveness. The insights gained here will guide researchers in identifying pertinent variables for empirical investigation and assisting practitioners in crafting strategies that enhance consumer trust, engagement, and purchase intention, ultimately navigating the evolving terrain of digital marketing more effectively. 2026, Malque Publishing. All rights reserved.

Source

Multidisciplinary Reviews;Volume;9;Issue;7;Article No.;e2026370;

Date

01-01-2026

Publisher

Malque Publishing

Subject

anthropomorphism; bibliometric analysis; influencer marketing; SPAR-4-SLR

Coverage

Lalrengpuii, Christ University, Karnataka, Bengaluru, India; Pullot L., Christ University, Karnataka, Bengaluru, India

Rights

All Open Access; Gold Open Access

Relation

ISSN: 25953982;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.31893/multirev.2026370

https://www.scopus.com/pages/publications/105027516289?origin=resultslist