Virtual Influencers in Social Media Marketing: Toward a Systematic Understanding of Their Impact

Mohammed Khasawneh; Fandi Omeish; Tahreer Abu Hmeidan; Reem Al-Tabakhi; Dina Jaber; Husam Mustafa Alnaimi

doi:10.35516/Hum.2026.9463

Authors

Mohammed Khasawneh E-Marketing and Social Media Department, Princess Sumaya University for Technology, Amman, Jordan. https://orcid.org/0000-0001-6236-2734
Fandi Omeish E-Marketing and Social Media Department, Princess Sumaya University for Technology, Amman, Jordan. https://orcid.org/0000-0002-8042-3622
Tahreer Abu Hmeidan Marketing Department, Applied Science Private University, Amman, Jordan. https://orcid.org/0009-0002-5498-313X
Reem Al-Tabakhi E-Marketing and Social Media Department, Princess Sumaya University for Technology, Amman, Jordan. https://orcid.org/0009-0006-4004-8860
Dina Jaber E-Marketing and Social Media Department, Princess Sumaya University for Technology, Amman, Jordan. https://orcid.org/0009-0006-5150-2790
Husam Mustafa Alnaimi College Of Commerce And Business, Lusail University, Qatar. https://orcid.org/0000-0001-5778-5169

DOI:

https://doi.org/10.35516/Hum.2026.9463

Keywords:

Virtual Influencers, Social media marketing, Systematic mapping study, Digital marketing, Consumer behavior.

Abstract

Objectives: This study examines the growing trend of "virtual influencers"—computer-generated avatars that mimic human appearance, personality, and behavior—in influencer marketing. It aims to analyze their role on platforms like Instagram as alternatives to human influencers and to identify key themes and gaps in the existing literature.

Methods: A systematic mapping study was conducted to collect, classify, and analyze research on virtual influencers. This approach provided a structured understanding of current trends and insights within the body of knowledge.

Results: The study identified 22 relevant research articles, revealing a notable rise in academic interest over the past three years. Key themes include ethical considerations, challenges in deploying virtual influencers, and factors influencing their effectiveness in marketing communication.

Conclusions: Virtual influencers are emerging as transformative tools in digital marketing, yet unresolved challenges remain. This study highlights the need for further research into ethical concerns, their impact on consumer behavior, and strategies to optimize their integration into marketing. The findings underline their potential to revolutionize digital marketing while providing a foundation for future research.

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