Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

A Systematic Review of Virtual Influencers: Similarities and Differences between Human and Virtual Influencers in Interactive Advertising

Published: May 24, 2023


Jeonghee Byun, Korea University; Sun joo (Grace) Ahn, University of Georgia


Virtual influencers, computer-generated characters that serve as influencers, offer novel and cost-effective advertising strategies. Virtual influencers’ roles and appearances are comparable to those of human influencers in that they mimic humans in their behavior. However, novel features of these digital entities allow them to engage in unique interactions with audiences. With the rise of successful virtual influencers, academic research on virtual influencers has been growing rapidly. Thus, a systematic comparison of virtual and human influencers in the context of interactive advertising would be a timely endeavor to better understand the conceptual and operational similarities and differences between them and to guide future research. The current review suggests similarities between human and virtual influencers and their roles as the source of advertising messages, but also critical differences that determine the limitations and potentials of virtual influencers in interactive advertising.