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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Mudita Sinha

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Review Open access Jul 2026

Virtual influencers in digital marketing: a PRISMA-based systematic literature review and thematic synthesis of engagement, trust, and ethical challenges

A systematic literature review of 73 peer-reviewed articles from 2016 to 2024 using the PRISMA framework and multiple analytical tools uncovers key trends, identifies research gaps, and proposes a conceptual framework to guide future research in marketing and communication.

Arshad Hussain, Anupam Narula, Gaganjeet Singh et al. · 1 citation

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