Abstract
Since the emergence of virtual influencers (VIs) in the digital landscape, they have attracted substantial academic interest and commercial investment. These computer-generated personas, often powered by artificial intelligence and social media algorithms, are increasingly utilized by brands to engage consumers and enhance marketing strategies. However, despite their growing popularity, VIs face significant challenges, including consumer skepticism, ethical concerns, and high operational costs, which may hinder their widespread adoption. This study conducts a systematic bibliometric analysis using CiteSpace, examining 199 academic papers retrieved from the Web of Science database from 2008 to 2024. The analysis provides a comprehensive overview of the current research landscape, identifies key research hotspots, and highlights emerging trends in the study of VIs. By mapping the intellectual structure and evolution of the field, this research offers valuable insights into the role of VIs in shaping consumer perceptions and brand interactions. Furthermore, practical recommendations are provided to optimize the implementation of VIs in marketing and branding efforts. The findings aim to guide future academic research while offering strategic directions for businesses seeking to leverage VIs in their digital marketing initiatives.