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Management Review Quarterly

29.04.2024

Do they look human? Review on virtual influencers

verfasst von: Padma Angmo, Rachna Mahajan, Antonio Batista da Silva Oliveira

Erschienen in: Management Review Quarterly

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Abstract

A new type of social media influencer, known as a virtual influencer, has gained prominence, driven by technological breakthroughs and artificial intelligence. Despite the increasing interest of researchers and practitioners, there is a lack of clear understanding of this current phenomenon. As this research domain is still in its infancy, a comprehensive and insightful review of the extant research is needed, and the current study aims to close this gap using a framework-based scoping review. A total of 81 peer-reviewed studies met the inclusion criteria. Key findings were categorised into themes, contexts, and methodologies using the TCM framework. Based on this analysis, several research gaps have been identified, and directions for future research are suggested. This study advances our understanding of virtual influencers by providing a framework for future research development, motivating scholars to examine this phenomenon.

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Titel: Do they look human? Review on virtual influencers
verfasst von: Padma Angmo
Rachna Mahajan
Antonio Batista da Silva Oliveira
Publikationsdatum: 29.04.2024
Verlag: Springer International Publishing
Erschienen in: Management Review Quarterly
Print ISSN: 2198-1620
Elektronische ISSN: 2198-1639
DOI: https://doi.org/10.1007/s11301-024-00438-9

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Do they look human? Review on virtual influencers

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