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Virtual influencers, or computer-generated characters designed to engage with audiences on social media, have emerged as a new frontier in digital marketing.This study conducts a comprehensive bibliometric analysis of the research on virtual influencers in marketing, using data from the Scopus database.The analysis covers 222 documents published between 1997 and 2023, and employs a combination of performance analysis, citation analysis, and science mapping techniques.The results reveal the most influential contributors, knowledge clusters, and future research directions in this field.Three major themes are identified: the social presence of avatars on e-commerce platforms, the impact of avatars on customer behavior, and the credibility of virtual influencers.The findings suggest that research on virtual influencers is growing rapidly, with opportunities for further exploration of their effectiveness, risks, and ethical implications.This study provides a valuable resource for researchers and practitioners seeking to understand and advance the use of virtual influencers in marketing.
Bansal et al. (Thu,) studied this question.