From Reality to Virtuality in the Age of Artificial Influence: How do virtual influencers shape consumer purchase intentions?

Abstract

Given the growing importance of virtual influencers in the digital landscape, this study provides a comprehensive scoping review aiming to illuminate the impact of intrinsic characteristics, particularly perceived credibility, emotional attachment, memetic desire, and influencer–product congruence, on consumers' purchase intentions. Based on the Theoretical–Contextual–Methodological (TCM) framework and drawing from a rigorous selection of 47 articles published between 2016 and 2025 in international databases such as Scopus and Web of Science, findings indicate that a virtual influencer's credibility, enhanced through perceived expertise and carefully orchestrated storytelling, is an essential prerequisite for establishing a strong emotional connection with audiences. This emotional attachment, combined with memetic desire triggered by innovative aesthetics and inspiring imagery, significantly encourages behavioral imitation and, consequently, purchasing actions. Moreover, congruence between the visual identity and values communicated by the influencer and the brand proves crucial in maximizing persuasive effectiveness. The analysis also highlights cultural and technological variations, notably observed in China, the United States, and South Korea. From a managerial perspective, brands should ensure strategic alignment between the virtual influencer’s identity and their values, maintain transparent communication about the artificial nature of virtual influencers, and implement culturally tailored marketing strategies. Directions for future research include cross-cultural comparisons, longitudinal studies, and explorations into emerging sectors such as health and education to deepen understanding of the challenges and opportunities related to digital marketing via virtual influencers.

JEL Code: M31, M37

Paper Type: Theoretical article