Nuevas formas de comunicación digital: revisión sistemática de la literatura sobre influencers virtuales

Purpose. This study examines the role of virtual influencers in digital communication, focusing on their impact, evolution, and key characteristics. It explores their level of anthropomorphism, credibility, and trustworthiness, as well as the sectors in which they are most prevalent. Methodology. A systematic literature review was conducted using the PRISMA method in indexed databases such as WOS and SCOPUS, selecting and analyzing 137 articles published between 2020 and 2024. Results and conclusions. Findings indicate an exponential growth in research on virtual influencers, with a predominant focus on marketing and business. Credibility and the level of anthropomorphism emerge as key factors in the acceptance of these digital figures, particularly among younger audiences. Virtual influencers are primarily used in fashion, beauty, and technology, with lower presence in fields such as education and political communication. Original contribution. This study provides a replicable methodology to analyze the influence of virtual influencers and their acceptance across different audiences and sectors, identifying research gaps and proposing new avenues for studying their impact on digital communication.