Virtual influencers: Definition and future research directions

This editorial introduces the special issue ‘Virtual Influencers: A New Frontier in Marketing and Consumer Research,’ providing a comprehensive overview of the emerging role of virtual influencers in shaping contemporary marketing practices. Virtual influencers, digital personas created through AI and computer-generated imagery, are increasingly adopted by brands due to their scalability, adaptability, and perceived safety. The editorial defines virtual influencers, synthesizes insights from 16 contributing papers, and identifies three thematic areas: comparisons between human and virtual influencers, the influence of virtual influencer characteristics on consumer engagement, and the broader societal and ethical implications of virtual influencers. It also highlights future research directions, including the rise of autonomous virtual influencers, cross-media virtual influencer expansion, and their role in promoting inclusivity and social change. By bridging marketing, technology, and society, this editorial positions virtual influencers as critical agents of transformation in the evolving influence economy, calling for continued interdisciplinary research to shape their responsible development.