Comparison of virtual idols and virtual streamers: From the perspective of design features

This study adopted a semi-structured literature review method to distinguish virtual idols and virtual streamers from the perspective of design features and to identify the impact of specific design features on particular marketing outcomes. The results show that both of them emphasize the use of visual nonverbal features, particularly appearance, to enhance user engagement. Virtual idols focus more on the sense of celebrity to build relationships with fans, while virtual streamers prioritize commercial goals by enhancing emotional capacity. This study further clarifies the concepts of virtual idols and virtual streamers and provides design guidelines for marketers under different marketing targets.