A systematic literature review of virtual influencers in marketing using bibliometric analysis

P. Pushparaj (), Bijay Prasad Kushwaha () and Sanjeev Prashar ()
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P. Pushparaj: VIT Business School, Vellore Institute of Technology
Bijay Prasad Kushwaha: VIT Business School, Vellore Institute of Technology
Sanjeev Prashar: Indian Institute of Management

International Review on Public and Nonprofit Marketing, 2025, vol. 22, issue 3, No 6, 662 pages

Abstract: Abstract This study provides a comprehensive summary and synthesis of existing literature on virtual influencers (VIs) within the marketing context. To accomplish this, 182 documents were extracted from the Scopus database based on specific inclusion and exclusion criteria. The analysis was conducted using VOSviewer and Bibliometric R packages. The findings reveal a significant increase in scholarly interest in VIs, with central themes emerging around trust, source credibility, parasocial relationships, avatar endorsements, AI advertising, and consumer engagement. Additionally, new themes such as anthropomorphism, authenticity, augmented reality, and trustworthiness have emerged, indicating a shift toward understanding the psychological and technological factors that enhance the effectiveness of VIs in digital marketing. This study contributes to source credibility and social presence theories by demonstrating that well-developed VIs can foster emotional connections, build trust, and replicate human interactions, thereby challenging traditional paradigms of influencer marketing. Furthermore, the research illustrates how VIs can serve either as complements or substitutes for human influencers in promoting brand awareness and emotional engagement, particularly among tech-savvy demographics such as millennials and Gen Z. It also offers practical recommendations for brands regarding the selection and design of effective VIs while ensuring ethical transparency in their marketing practices. Through data-driven analyses of the VI marketing landscape, the study delineates current knowledge, identifies critical gaps, and suggests directions for future exploration. Ultimately, it enhances theoretical and practical understanding of how virtual influencers transform digital branding and consumer interaction.

Keywords: Virtual influencer; Virtual persona; Parasocial interaction; Authenticity; Bibliometric analysis (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12208-025-00441-0

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