Social media has emerged as a prominent tool for marketers offering direct access to billions of consumers. Its ability to build networks and share content propagates influencer marketing, where brands partner with trusted online personalities (influencers) to promote products or services. Currently, when marketers need more control and scalability, virtual influencers (VIs) are evolving as novel phenomena for endorsement and communication. This study presents a systematic literature review to provide a comprehensive view on user engagement with VIs. Guided by the Theory‐Context‐Characteristics‐Methodology (TCCM) and Input‐Mediator‐Outcome (IMO) frameworks, the study examines how VIs foster engagement and shape behavioral outcomes. The SPAR‐4‐SLR protocol ensured rigor, with 32 articles published in 21 ABDC‐listed journals retrieved from Scopus and Web of Science. The study draws four interrelated themes from the literature: (i) appearance, characteristics, and credibility; (ii) influencer type; (iii) content quality and expertise; and (iv) privacy concerns and risks. Theoretically, VIs and user engagement are argued primarily by using the uncanny valley, source credibility, parasocial interaction, anthropomorphism, and computers are social actors (CASA). Contextually, VIs and user engagement are examined on social media marketing platforms with minor appearances of immersive digital environments, online booking, live‐streaming, corporate social responsibility (CSR) communication, and tourism promotion. Within the IMO framework, we find influencer, content, comparison, receiver, brand, social, technological, and cause‐related factors that operate as inputs, mediators, moderators, and outcomes. Methodologically, experimental and cross‐sectional designs dominate. We propose a roadmap urging scholars to integrate AI elements into theoretical models, cross‐validate scales across cultures and economies, further combine theories, and adopt multiplatform longitudinal approaches in emerging markets to capture the evolving nature of VIs. This review advances knowledge by reconciling contradictory findings, integrating frameworks for thorough evaluation, and offering actionable insights for practitioners navigating the dynamic landscape of virtual influencer marketing.
Priyanka, A. Kashyap, Satyabhusan Dash· International Journal of Con...· 0 citations
Current research on international marketing capabilities (IMCs) remains fragmented, showing inconsistencies across theoretical, methodological and contextual dimensions. Therefore, a systematic synthesis of the literature is needed to identify the key antecedents and underlying mechanisms that shape IMCs. Additionally, this review examines how antecedents translate into meaningful outcomes across Global contexts and which theoretical perspectives are most appropriate to explain the development and effectiveness of IMCs.
This study employed the preferred reporting items for systematic reviews and meta-analyses framework to identify and screen relevant studies. The selected articles were analyzed using the antecedents-mechanisms-decisions-outcomes (AMDO) framework to extract multi-level antecedents, underlying mechanisms and outcomes of IMCs. Finally, the theory–context–method (TCM) framework was employed to identify theoretical foundations, contextual boundaries, methodological trends and scope for future research.
The review identifies four levels of antecedents influencing IMCs. These antecedents operate at the firm, market, business and institutional levels. The study suggests that IMCs can be conceptualized as a higher-order construct comprising multiple interrelated capabilities that facilitate firms' competitiveness in international markets. AMDO framework demonstrates that these antecedents operate through underlying mechanisms, including dynamic, adaptive, digital and relational capabilities. These mechanisms, in turn, generate outcomes related to strategic orientation, organizational capability, relational and governance mechanisms, and performance. The review reveals that the resource-based view, dynamic capabilities theory and institution-based view are the dominant theoretical foundations underpinning IMC research.
This literature review advances the IMCs literature by synthesizing evidence through AMDO framework and integrating insights from the TCM framework. The review identifies multi-level antecedents, underlying mechanisms shaping IMCs, reconceptualizes IMCs as a higher-order capability construct, and proposes a future research agenda to advance scholarly understanding.
Ajay Kumar, Esubalew Melese, A. Kashyap· Journal of Trade Science· 0 citations
