Virtual Influencers: A Bibliometric Analysis

Introduction

In recent years, the integration of virtual and augmented reality technologies with social media platforms has catalyzed the rise of virtual influencers, which can be defined as “computer-generated characters or avatars designed and maintained by experts and digital agencies that help brands appeal to and reach desirable target groups effectively through their digital personalities” (Audrezet & Koles, 2023, p. 353). In the literature, the term “virtual influencers” is frequently used interchangeably with related concepts such as “computer-generated influencer” (e.g., Block & Lovegrove, 2021; Mrad et al., 2022), “virtual avatar” (e.g., de Brito Silva et al., 2022), and “social bot” (e.g., Choong & Wang, 2023). However, “virtual influencer” seems to be the most accepted terminology. Robinson (2020) stresses that virtual influencers are neither humans nor robots; rather, they are fictional characters whose representations are computer-generated. They are controlled by artificial intelligence (Sands et al., 2022) and often mimic the appearance, actions, and behaviors of human beings (Choudhry et al., 2022; da Silva Oliveira & Chimenti, 2021; Franke et al., 2023; Ham, Li, et al., 2023; Mirowska & Arsenyan, 2023). Moustakas et al. (2020) stress that, even when their virtual nature is disclosed, virtual influencers frequently exhibit human emotions in their posts and interactions with social media users.

According to Lou et al. (2022), there are six motivations for following virtual influencers: novelty, information, entertainment, surveillance, esthetics, and integration and social interaction. Available data underscores consumers’ interest in virtual influencers. For instance, in the US, it was estimated that over half of the consumers had followed a virtual influencer in 2022 (Dencheva, 2023b). Notably, Adult Gen Z exhibited the most pronounced affinity, with 75% of them following these digital influencers (Dencheva, 2023b). The primary reason behind following these influencers was content and storytelling (Dencheva, 2023a), with platforms like YouTube and Instagram emerging as the primary hubs for such engagements.

Ham, Li, et al. (2023) stress that the advertising and entertainment sectors are pioneering the use of virtual humans in the digital realm. However, and like their human counterparts, the most popular virtual influencers frequently advertise a myriad of product categories, from fashion and beauty items, to automobiles, food, and tourism experiences. Interestingly, there are diverse strategies employed within virtual influencers. Some are owned directly by brands, such as Lu do Magalu, created for Magazine Luiza in 2009, who boasts millions of followers on both Instagram and TikTok. In contrast, there are virtual influencers like Miquela Sousa (@lilmiquela), created by Brud, who collaborate with major brands and also have millions of followers on Instagram and TikTok. Furthermore, certain virtual influencers have carved out niche positions aligned with specific consumer values; for instance, Noonoouri promotes veganism and sustainable fashion and maintains a notable online presence.