Virtual Influencers in Social Media Marketing: Toward a Systematic Understanding of Their Impact

Objectives: This study examines the growing trend of "virtual influencers"—computer-generated avatars that mimic human appearance, personality, and behavior—in influencer marketing. It aims to analyze their role on platforms like Instagram as alternatives to human influencers and to identify key themes and gaps in the existing literature. Methods: A systematic mapping study was conducted to collect, classify, and analyze research on virtual influencers. This approach provided a structured understanding of current trends and insights within the body of knowledge. Results: The study identified 22 relevant research articles, revealing a notable rise in academic interest over the past three years. Key themes include ethical considerations, challenges in deploying virtual influencers, and factors influencing their effectiveness in marketing communication. Conclusions: Virtual influencers are emerging as transformative tools in digital marketing, yet unresolved challenges remain. This study highlights the need for further research into ethical concerns, their impact on consumer behavior, and strategies to optimize their integration into marketing. The findings underline their potential to revolutionize digital marketing while providing a foundation for future research.