Influencers virtuales como artefactos de la cultura visual
Revisión sistemática (PRISMA 2020)
DOI:
https://doi.org/10.62161/revvisual.v18.6273Palabras clave:
Influencers virtuales, Endosantes artificiales, Cultura visual, Comportamiento del consumidor, PRISMA 2020, Intención de compraResumen
Los influencers virtuales (VIs) son personajes digitales habilitados por IA, cada vez más utilizados en la comunicación de marca; sin embargo, la evidencia sobre sus efectos en los consumidores sigue siendo fragmentada. Siguiendo PRISMA 2020, buscamos en Scopus y Web of Science (2020–16 de enero de 2026; inglés/español) y sintetizamos 26 estudios revisados por pares. Los hallazgos muestran que las señales de diseño visual (p. ej., realismo, antropomorfismo y coherencia estilística) y las prácticas de transparencia (divulgación de artificialidad y/o patrocinio) configuran la credibilidad/confianza y la autenticidad percibida. Estos efectos suelen operar mediante mecanismos parasociales y engagement, e influyen en actitudes hacia la marca e intención de compra. Integramos la evidencia con un enfoque de cultura visual y planteamos implicaciones y prioridades de investigación.
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