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Do they look human? Review on virtual influencers

Author

Listed:
  • Padma Angmo

    (University of Jammu)

  • Rachna Mahajan

    (University of Jammu)

  • Antonio Batista Silva Oliveira

    (Federal University of Rio Grande do Norte (UFRN))

Abstract

A new type of social media influencer, known as a virtual influencer, has gained prominence, driven by technological breakthroughs and artificial intelligence. Despite the increasing interest of researchers and practitioners, there is a lack of clear understanding of this current phenomenon. As this research domain is still in its infancy, a comprehensive and insightful review of the extant research is needed, and the current study aims to close this gap using a framework-based scoping review. A total of 81 peer-reviewed studies met the inclusion criteria. Key findings were categorised into themes, contexts, and methodologies using the TCM framework. Based on this analysis, several research gaps have been identified, and directions for future research are suggested. This study advances our understanding of virtual influencers by providing a framework for future research development, motivating scholars to examine this phenomenon.

Suggested Citation

  • Padma Angmo & Rachna Mahajan & Antonio Batista Silva Oliveira, 2025. "Do they look human? Review on virtual influencers," Management Review Quarterly, Springer, vol. 75(3), pages 2425-2457, September.
    • Handle: RePEc:spr:manrev:v:75:y:2025:i:3:d:10.1007_s11301-024-00438-9
    DOI: 10.1007/s11301-024-00438-9
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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