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Author

Arshad Hussain

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Review Open access Jul 2026

Virtual influencers in digital marketing: a PRISMA-based systematic literature review and thematic synthesis of engagement, trust, and ethical challenges

Virtual influencers (VIs) are AI-generated personas that are reshaping digital marketing, particularly through social media. While marketing research on human influencers is extensive, systematic insights into VIs remain limited. This study conducts a systematic literature review (SLR) of 73 peer-reviewed articles from...

Arshad Hussain, Anupam Narula, Gaganjeet Singh et al. · 1 citation

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