Mapping the rise of virtual influencers: A bibliometric analysis

Virtual influencers (VIs), AI-driven digital personas designed for social media engagement and brand promotion, have become increasingly influential in digital marketing. This bibliometric analysis maps the academic landscape of virtual influencer research, identifying key trends, influential authors, dominant themes, and methodological approaches. Using Web of Science (WoS) and Scopus as primary databases, 183 publications were analyzed, revealing a substantial rise in research interest since 2020. The findings indicate that most studies focus on consumer behavior, branding, and advertising effectiveness, while aspects such as social effects, ethical considerations, or human-computer interaction remain underexplored. Findings from this review emphasize the need for more diverse theoretical frameworks and interdisciplinary research to capture the full impact of virtual influencers in digital culture. Future research should expand beyond marketing-focused analyses to explore their societal, psychological, and regulatory effects. • Bibliometric analysis methodology is used, including keyword analysis, citation tracking, and network visualization. • Virtual influencer research has grown 300% since 2020, showing rapid rise in academic interest. • Most studies focus on consumer behavior, while the ethical and social impacts remain underexplored. • Geographical research trends show the U.S. and China leading the field, followed by South Korea and the United Kingdom. • Methodological focus on surveys and experiments, while qualitative and interdisciplinary approaches remain underutilized.