A Systematic Review of Virtual Influencers: Similarities and Differences between Human and Virtual Influencers in Interactive Advertising

Abstract

Virtual influencers (VIs), computer-generated characters that serve as influencers, offer novel and cost-effective advertising strategies. VIs’ roles and appearances are comparable to those of human influencers (HIs) in advertising in that they mimic humans in their behavior. However, novel features of these digital entities allow virtual VIs to engage in unique interactions with audiences. With the rise of successful VIs, academic research on VIs has been growing rapidly. Thus, a systematic comparison of VIs and HIs in the context of interactive advertising is a timely endeavor to better understand the conceptual and operational similarities and differences between them and to guide future research. After analyzing 44 final papers on VIs, the current review suggests that there are many similarities between HIs and VIs and their roles as the source of advertising messages, but also critical differences that determine the limitations and potentials of VIs in interactive advertising.

Keywords:

• Avatars
• human–machine communication
• influencer marketing
• interactive advertising
• virtual influencers

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Notes

1 Parasocial interactions involve audiences developing an imaginary interpersonal relationship with a media personality or character (Horton and Wohl 1956). These interactions, over time, evolve into a parasocial relationship (Chung and Cho 2017) after repeated exposure to the media persona.

Additional information

Funding

This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

Notes on contributors

Kate Jeonghee Byun

Kate Jeonghee Byun is a Doctoral Candidate in Marketing, School of Business, Korea University.

Sun Joo (Grace) Ahn

Sun Joo (Grace) Ahn (Ph.D., Stanford University) is a Professor, Department of Advertising and Public Relations, University of Georgia.