Virtual influencers in interactive marketing: a state-of-art review and future research directions

Purpose Virtual influencers (computer-generated characters on social media) have rapidly emerged as pivotal marketing personas. However, prior reviews lack integrative frameworks and often overlook recent conflicting findings. This study synthesizes the literature, resolves contradictions and proposes future research directions. Design/methodology/approach Drawing on affordance-actualization theory and cognitive behavioral theory, this study conducts a framework-based systematic review of 88 peer-reviewed articles published between 2016 and 2024. Findings The analysis identifies three core dimensions: (1) affordance characteristics (sensory, social and functional), (2) actualization processes (cognitive and emotional mechanisms) and (3) behavioral outcomes (e.g. purchase intention and engagement). Conflicting findings are reconciled, and 13 research propositions are proposed to guide future inquiry. Research limitations/implications This study provides a comprehensive framework for virtual influencer research by integrating affordance-actualization and cognitive behavioral theories. It addresses gaps in fragmented literature, reconciles conflicting findings and proposes 13 future research directions. The framework organizes virtual influencer impacts into affordance characteristics, actualization processes and behavioral outcomes, offering a structured approach for advancing theory in this emerging field. Practical implications The study offers actionable insights for brands using virtual influencers, emphasizing the importance of image, interactivity and content in driving consumer decisions. It highlights risks like consumer skepticism and privacy concerns, suggesting transparency and authentic content to build trust. Policymakers are urged to balance innovation with consumer protection, fostering a sustainable digital economy. Originality/value To the best of our knowledge, this is the first review to systematically integrate fragmented virtual influencer research through dual theoretical lenses. It offers a structured framework for academics and actionable strategies for practitioners.