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Mapping the rise of virtual influencers: A bibliometric analysis

Author

Listed:
  • Pujadas-Gómez, Anna
  • Jiménez-Morales, Mònika
  • Montaña-Blasco, Mireia

Abstract

Virtual influencers (VIs), AI-driven digital personas designed for social media engagement and brand promotion, have become increasingly influential in digital marketing. This bibliometric analysis maps the academic landscape of virtual influencer research, identifying key trends, influential authors, dominant themes, and methodological approaches. Using Web of Science (WoS) and Scopus as primary databases, 183 publications were analyzed, revealing a substantial rise in research interest since 2020. The findings indicate that most studies focus on consumer behavior, branding, and advertising effectiveness, while aspects such as social effects, ethical considerations, or human-computer interaction remain underexplored. Findings from this review emphasize the need for more diverse theoretical frameworks and interdisciplinary research to capture the full impact of virtual influencers in digital culture. Future research should expand beyond marketing-focused analyses to explore their societal, psychological, and regulatory effects.

Suggested Citation

  • Pujadas-Gómez, Anna & Jiménez-Morales, Mònika & Montaña-Blasco, Mireia, 2025. "Mapping the rise of virtual influencers: A bibliometric analysis," Telecommunications Policy, Elsevier, vol. 49(10).
    • Handle: RePEc:eee:telpol:v:49:y:2025:i:10:s0308596125001685
    DOI: 10.1016/j.telpol.2025.103071
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    References listed on IDEAS

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