Author(s): ShiWen Hui, Ribka Alan, RohaizahtulAmni Binti Radzlan,Zulhamri Abdullah
Virtual influencers, as a product of the integration of digital technology and marketing practices, are continuously transforming how brands interact with consumers. A systematic literature review of 125 core studies on virtual influencer marketing from 2015 to 2026 indicates that the industry has progressed through four developmental stages, transitioning from media spectacles to AI-driven models. This evolution has been accompanied by a significant increase in market size, with projections suggesting it will surpass $50 billion by 2030. The research establishes an integrated theoretical model of VIM and identifies three key mechanisms influencing marketing effectiveness: the balance between anthropomorphism and authenticity, matching effects, and para-social interaction. Analyzing current applications across strategic, situational, and challenging dimensions, the study proposes a five-dimensional research agenda for VIM development: deepening theoretical exploration, advancing technological innovation, regulating ethical considerations, promoting cross-cultural understanding, and driving methodological innovation.