Virtual Influencers as Visual-Culture Artifacts

A PRISMA 2020 Systematic Review

Authors

DOI:

https://doi.org/10.62161/revvisual.v18.6273

Keywords:

Virtual influencers, Artificial endorsers, Visual culture, Consumer behavior, PRISMA 2020, Purchase intention

Abstract

Virtual influencers (VIs) are AI-enabled digital characters increasingly used in brand communication, yet evidence on their consumer effects remains fragmented. Following PRISMA 2020, we searched Scopus and Web of Science (2020–16 Jan 2026; English/Spanish) and synthesized 26 peer-reviewed studies. Results show that visual design cues (realism, anthropomorphism, style coherence) and transparency practices (disclosure of artificiality/sponsorship) act as signals shaping credibility/trust and perceived authenticity, often via parasocial mechanisms and engagement, thereby influencing brand attitudes and purchase intention. We integrate these findings with a visual-culture lens and outline implications and research priorities.

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Published

2026-08-03

How to Cite

Ruiz-Velasquez, M. A., Areiza-Padilla, J. A., & Lechuga-Cardozo, J. I. (2026). Virtual Influencers as Visual-Culture Artifacts: A PRISMA 2020 Systematic Review. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 18(4), 135–158. https://doi.org/10.62161/revvisual.v18.6273

Issue

Vol. 18 No. 4 (2026): Communication, Innovation and Innovation in Museums

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Research articles

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