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Understanding virtual influencers as brand endorsers: A conceptual framework for evaluating the traits of virtual influencers and an agenda for future research
Journal of Digital & Social Media Marketing,
12
(4),
393-410
(2025)
Abstract
Over the last few years, brands have increasingly looked to influencer marketing to promote their products. More recently, a new approach has emerged, leveraging artificial intelligence to create virtual influencers. Despite the growing importance of virtual brand ambassadors, academic research on virtual influencers remains fragmented, with limited discussion regarding the ideal characteristics of such agents. This paper addresses this gap in the literature and identifies the conditions necessary for virtual influencers to deliver positive outcomes. Based on existing literature, we identify eight essential attributes that significantly influence the effectiveness of virtual influencers. We also propose an agenda for future research and present a conceptual model to elucidate virtual influencer dynamics. This research enhances our understanding of virtual influencers’ role and impact in contemporary brand promotion, providing valuable insights for scholars and practitioners.
Keywords: influencer marketing; virtual influencer; computer-generated characters; brand endorsement; artificial intelligence
The full article is available to subscribers to the journal.
Author's Biography
Susana C. Silva Susana Costa e Silva is an associate professor (with a habilitation in marketing) at the Católica Porto Business School (CPBS) at Universidade Católica Portuguesa, where she is also a researcher in the Research Centre in Management and Economics. She has extensive teaching experience at universities in China, Brazil and across Europe. She has served as the Director of the MSc programmes in marketing and management at CPBS. She is also Case Pool Coordinator for the Learn & Share programme at the Católica International Business Platform, and a professor at the University of Saint Joseph in Macao, China. Susana earned her PhD in marketing from University College Dublin. Her research interests include marketing and digital transformation, artificial intelligence applications in marketing, consumer behaviour in the digital era, retailing and omni-channel strategies. She also focuses on international marketing, the internationalisation process, international alliances and joint ventures. Her work has been published in such journals as the Journal of Business Research, Psychology & Marketing, International Business Review, International Marketing Review, Thunderbird International Business Review, Journal of Retailing and Consumer Services and the International Journal of Retail & Distribution Management, among others. Susana represents Portugal at the European Marketing Academy and has previously served as a board member and national representative at the European International Business Academy. In addition to her academic roles, she works as an international marketing and market research consultant, regularly contributing to consultancy projects
Beatriz Pineda Fernandes is an advertising account coordinator at Microsoft and freelance social media manager. She has held various roles in marketing, management and tourism, and has previously interned at FUJIFILM Vasco da Gama. Beatriz earned her bachelor’s degree in management and planning in tourism from the University of Aveiro, followed by a master’s degree in marketing from Católica Porto Business School. Her professional interests include marketing, branding and advertising, with a particular focus on digital marketing.
Joana Carmo Dias is an associate professor of management and marketing at IPAM Porto and Universidade do Minho. She is also Director of the Global Business Master’s programme at IPAM Porto and supervises multiple master’s dissertations. In addition to these roles, Joana is an integrated researcher at COMEGI, where her research focuses on services marketing, healthcare, retail, consumer experience and branding. She holds a PhD in management, specialising in marketing, from the Nova School of Business and Economics and a master’s in marketing from Universidade Católica Portuguesa. Until 2017, she developed her professional career as a marketing manager.
