Virtual Influencers in Marketing and Business: A Systematic Review of Theories, Contexts, Characteristics, and Methods

Abstract

This study systematically synthesizes research on virtual influencers (VIs) in business through the lens of the theory‐context‐characteristics‐methodology (TCCM) framework. Following the SPAR‐4‐SLR protocol, a systematic search and screening process was conducted, combining a macro‐level performance analysis of the broader literature with an in‐depth TCCM‐based content analysis of a journal‐filtered subset. The findings reveal that the field is heavily anchored in parasocial interaction theory and the source credibility model, concentrates empirically on tourism and hospitality contexts, and relies predominantly on quantitative and experimental methods. Limited integration exists between these established relational theories and emerging AI‐specific concerns, including algorithmic transparency, ethical risks, cultural variation, and long‐term consumer effects. This creates a central tension between social effectiveness and artificiality risk. The review contributes a structured knowledge map and a theory‐driven future research agenda emphasizing integrative model building, broader contextual and cross‐cultural investigation, and methodological diversity. These insights provide a foundation for advancing context‐sensitive and ethically informed scholarship on VIs in business.