Virtual influencers in the metaverse: Transformative advertising applications for social change and well-being

This study explores the transformative potential of virtual influencers within metaverse environments as agents of social change and well-being in advertising. Employing a qualitative, multi-method approach – including case study analysis, semi-structured interviews, focus groups, and institutional analysis – this research examines how virtual influencers innovate advertising practices and advance inclusivity, sustainability, and mental health advocacy. Findings reveal that virtual influencers enable hyper-personalised, cross-platform, and gamified campaigns that foster engagement and representation among diverse audiences. However, challenges related to transparency, algorithmic bias, authenticity, and accessibility persist. The study underscores the need for ethical guidelines and continued methodological rigour to ensure that virtual influencers in the metaverse fulfil their promise as tools for transformative advertising and societal well-being.