Understanding virtual influencers as brand endorsers: A conceptual framework for evaluating the traits of virtual influencers and an agenda for future research

Susana C. Silva, Beatriz Pineda Fernandes and Joana Carmo Dias
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Susana C. Silva: Católica Porto Business School and CEGE, China
Beatriz Pineda Fernandes: Católica Porto Business School, Universidade Católica Portuguesa, Portugal
Joana Carmo Dias: Instituto Português de Administração de Marketing (IPAM), Portugal

Journal of Digital & Social Media Marketing, 2025, vol. 12, issue 4, 393-410

Abstract: Over the last few years, brands have increasingly looked to influencer marketing to promote their products. More recently, a new approach has emerged, leveraging artificial intelligence to create virtual influencers. Despite the growing importance of virtual brand ambassadors, academic research on virtual influencers remains fragmented, with limited discussion regarding the ideal characteristics of such agents. This paper addresses this gap in the literature and identifies the conditions necessary for virtual influencers to deliver positive outcomes. Based on existing literature, we identify eight essential attributes that significantly influence the effectiveness of virtual influencers. We also propose an agenda for future research and present a conceptual model to elucidate virtual influencer dynamics. This research enhances our understanding of virtual influencers’ role and impact in contemporary brand promotion, providing valuable insights for scholars and practitioners.

Keywords: influencer marketing; virtual influencer; computer-generated characters; brand endorsement; artificial intelligence (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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