Systematic Literature Review: Consumer Attitudes in the Rise of Virtual K-pop Idols

Technological advancement over the years have been the catalyst for different kinds of innovations that have developed in modern times. As a result, a wave virtual entity such as virtual influencers have emerged in recent years. In addition, it also led to the rise of virtual K-pop idols. The popularity of virtual K-pop idols suggests that the wave of virtual entities is currently spreading to the music and entertainment domains. This study aims to investigate the potential and opportunities of the virtual K-pop idol that is currently developing. This study proposed a systematic literature review that focuses on investigating the current body of knowledge about virtual idols and virtual influencers, as well as identifying various factors regarding the consumer attitudes. This study aims to identify existing literatures obtained from the Scopus database, conduct a content analysis on selected literatures, as well as identify potential areas for possible future research directions for virtual K-pop idols. A total of 80 articles were included in this study following the selection process from the Scopus database. Through content analysis, several variables or aspects previously investigated in past research were identified, with the majority focusing on consumer behavioral intention and consumer engagement. Additionally, 30 factors related to attitude were identified. Based on this content analysis, a number of recommendations for future research in the domain of virtual K-pop idols were proposed.