Communicate your audience through Virtual Influencer: A Systematic Literature Review
Peter Natesan Pushparaj, Bijay Prasad Kushwaha
Abstract
In the era of Bot and ChatGPT, virtual influencers on social and digital media have taken the position of many celebrities. Artificial humans are having several followers and they are influencing their following by communicating with different brands and promoting their products. The present study aims to conduct systematic literature reviews and set a future research agenda of Virtual Influencer (VI) research. The researcher's papers are accessed from both Scopus and Web of Science databases, and after applying the PRISMA approach, 67 papers were included in this study. The SPAR-4 method of systematic literature review applied in this study focusing Context, Constructs, Theory, and Method (CCTM). Most of the studies are based on persuasion theory, experimental research methods, constructs of personality and motivation, and parasocial relationship context. Future research agendas are discussed in the manuscript.