{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,23]],"date-time":"2026-07-23T19:46:44Z","timestamp":1784836004701,"version":"3.55.0"},"reference-count":120,"publisher":"Emerald","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,2,2]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>Virtual idols have entered the golden period as the main form of future digital people. However, existing studies only focus on a single idol type and partial role relationships related to virtual idols, lacking synthesized insights. To address these gaps, this paper summarizes different types of virtual idols and all role relationships to achieve a comprehensive literature review.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>Based on the business ecosystem theory, this paper constructs a business role ecosystem framework for virtual idols from the two subsystems of value co-creation and value realization.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>Firstly, we extract common characteristics and the generalized definition applicable to diverse idol types. Secondly, we find that there are commonalities and differences in the significant characteristics of virtual idols in different application fields. Thirdly, literature in the value co-creation subsystem mainly focuses on co-creation mechanisms in the role relationship between idols and demanders (RRID). A few focus on virtual idols\u2019 constructions in the role relationship between producers and idols (RRPI) and co-creation phenomena in the role relationship between demanders and producers (RRDP). Finally, literature in the value realization subsystem mainly focuses on consumer attitudes and realization mechanisms in RRID. A few focus on realization phenomena in the role relationship between producers and tripartite enterprises (RRPT) and RRPI.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Practical implications<\/jats:title>\n                    <jats:p>This paper points out future implementing directions of industry practitioners, gives strategies to promote economic value realizations and emphasizes the importance of cultural communication.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This paper discusses the existing theoretical gaps and possible future research directions regarding characteristics, applications and role relationships.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/intr-06-2024-0938","type":"journal-article","created":{"date-parts":[[2025,1,2]],"date-time":"2025-01-02T01:21:56Z","timestamp":1735780916000},"page":"365-396","source":"Crossref","is-referenced-by-count":10,"title":["A systematic literature review of virtual idol from the perspective of the business role ecosystem"],"prefix":"10.1108","volume":"36","author":[{"given":"Yiran","family":"Wang","sequence":"first","affiliation":[{"name":"Beijing University of Technology , ,","place":["Beijing, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0300-6198","authenticated-orcid":true,"given":"Zhongjun","family":"Tang","sequence":"additional","affiliation":[{"name":"Beijing University of Technology , ,","place":["Beijing, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wanqiu","family":"Wang","sequence":"additional","affiliation":[{"name":"Beijing University of Technology , ,","place":["Beijing, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Dongyuan","family":"Zhao","sequence":"additional","affiliation":[{"name":"Huaibei Normal University , ,","place":["Huaibei, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Duokui","family":"He","sequence":"additional","affiliation":[{"name":"Beijing University of Technology , ,","place":["Beijing, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yingtong","family":"Lu","sequence":"additional","affiliation":[{"name":"Beijing University of Technology , ,","place":["Beijing, China"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2025,1,2]]},"reference":[{"key":"2026013004381810500_ref001","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.103742","article-title":"Avatars of influence: understanding how virtual influencers trigger consumer engagement on online booking platforms","volume":"78","author":"Akhtar","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref002","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103242","article-title":"Trust me, I'm an influencer! \u2013 causal recipes for customer trust in artificial intelligence influencers in the retail industry","volume":"72","author":"Alboqami","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref003","doi-asserted-by":"publisher","DOI":"10.1016\/j.techfore.2023.123113","article-title":"Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers","volume":"200","author":"Allal-Ch\u00e9rif","year":"2024","journal-title":"Technological Forecasting and Social Change"},{"issue":"5","key":"2026013004381810500_ref004","doi-asserted-by":"publisher","first-page":"1737","DOI":"10.1111\/joms.12969","article-title":"The art of phenomena construction: a framework for coming up with research phenomena beyond the usual suspects","volume":"61","author":"Alvesson","year":"2024","journal-title":"Journal of Management Studies"},{"key":"2026013004381810500_ref005","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijhcs.2021.102694","article-title":"Almost human? A comparative case study on the social media presence of virtual influencers","volume":"78","author":"Arsenyan","year":"2021","journal-title":"International Journal of Human-Computer Studies"},{"issue":"6","key":"2026013004381810500_ref006","doi-asserted-by":"publisher","first-page":"1014","DOI":"10.1002\/mar.21487","article-title":"Let's play: me and my AI-powered avatar as one team","volume":"38","author":"Butt","year":"2021","journal-title":"Psychology and Marketing"},{"issue":"9","key":"2026013004381810500_ref007","doi-asserted-by":"publisher","first-page":"2290","DOI":"10.1108\/ejm-03-2022-0185","article-title":"Color effects on AI influencers' product recommendations","volume":"57","author":"Chan","year":"2023","journal-title":"European Journal of Marketing"},{"key":"2026013004381810500_ref008","doi-asserted-by":"publisher","DOI":"10.1177\/14614448231226213","article-title":"The host in the shell: constructing female identity in the embodied animated media","author":"Chen","year":"2024","journal-title":"New Media and Society"},{"issue":"2-3","key":"2026013004381810500_ref009","doi-asserted-by":"publisher","first-page":"354","DOI":"10.1016\/j.lrp.2009.07.010","article-title":"Business model innovation: opportunities and barriers","volume":"43","author":"Chesbrough","year":"2010","journal-title":"Long Range Planning"},{"issue":"1","key":"2026013004381810500_ref010","doi-asserted-by":"publisher","DOI":"10.1177\/21582440231164034","article-title":"Impact of celebrity, micro-celebrity, and virtual influencers on Chinese gen Z's purchase intention through social media","volume":"13","author":"Chiu","year":"2023","journal-title":"Sage Open"},{"issue":"8","key":"2026013004381810500_ref011","doi-asserted-by":"publisher","first-page":"86","DOI":"10.1109\/mcom.001.2100786","article-title":"Virtual influencers in online social media","volume":"60","author":"Conti","year":"2022","journal-title":"IEEE Communications Magazine"},{"key":"2026013004381810500_ref012","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.103797","article-title":"Virtually human: anthropomorphism in virtual influencer marketing","volume":"79","author":"Dabiran","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref013","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103233","article-title":"Effects of human versus virtual human influencers on the appearance anxiety of social media users","volume":"71","author":"Deng","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"8","key":"2026013004381810500_ref014","doi-asserted-by":"publisher","first-page":"1319","DOI":"10.1080\/14680777.2020.1830927","article-title":"Celebrity 2.0: Lil Miquela and the rise of a virtual star system","volume":"20","author":"Drenten","year":"2020","journal-title":"Feminist Media Studies"},{"issue":"8","key":"2026013004381810500_ref015","doi-asserted-by":"publisher","first-page":"1342","DOI":"10.1080\/02650487.2023.2300927","article-title":"Diversity in the digital age: how consumers respond to diverse virtual influencers","volume":"43","author":"Ferraro","year":"2024","journal-title":"International Journal of Advertising"},{"issue":"5","key":"2026013004381810500_ref016","doi-asserted-by":"publisher","first-page":"881","DOI":"10.1177\/14614448211015625","article-title":"Idols you can make: the player as auteur in Japan's media mix","volume":"25","author":"Finan","year":"2023","journal-title":"New Media and Society"},{"issue":"3","key":"2026013004381810500_ref017","doi-asserted-by":"publisher","first-page":"325","DOI":"10.1080\/10864415.2018.1462939","article-title":"Consumer attitudes toward human-like avatars in advertisements: the effect of category knowledge and imagery","volume":"22","author":"Gammoh","year":"2018","journal-title":"International Journal of Electronic Commerce"},{"key":"2026013004381810500_ref018","doi-asserted-by":"publisher","first-page":"30","DOI":"10.1016\/j.techfore.2016.11.009","article-title":"Unpacking the innovation ecosystem construct: evolution, gaps and trends","volume":"136","author":"Gomes","year":"2018","journal-title":"Technological Forecasting and Social Change"},{"key":"2026013004381810500_ref019","doi-asserted-by":"publisher","DOI":"10.1016\/j.technovation.2019.102098","article-title":"Innovation ecosystems: a conceptual review and a new definition","volume":"90","author":"Granstrand","year":"2020","journal-title":"Technovation"},{"issue":"7","key":"2026013004381810500_ref020","doi-asserted-by":"publisher","first-page":"1419","DOI":"10.1002\/mar.21989","article-title":"Will virtual influencers overcome the uncanny valley? The moderating role of social cues","volume":"41","author":"Gutuleac","year":"2024","journal-title":"Psychology and Marketing"},{"issue":"6","key":"2026013004381810500_ref021","doi-asserted-by":"publisher","first-page":"956","DOI":"10.1016\/j.emj.2020.06.001","article-title":"Governance, boards and value co-creation: changing perspectives towards a service dominant logic","volume":"38","author":"Hamidi","year":"2020","journal-title":"European Management Journal"},{"key":"2026013004381810500_ref022","doi-asserted-by":"publisher","DOI":"10.1016\/j.ins.2023.119155","article-title":"A two-stage deep graph clustering method for identifying the evolutionary patterns of the time series of animation view counts","volume":"642","author":"He","year":"2023","journal-title":"Information Sciences"},{"key":"2026013004381810500_ref023","doi-asserted-by":"publisher","DOI":"10.1016\/j.socscimed.2021.114523","article-title":"Sample sizes for saturation in qualitative research: a systematic review of empirical tests","volume":"292","author":"Hennink","year":"2022","journal-title":"Social Science and Medicine"},{"issue":"2","key":"2026013004381810500_ref024","doi-asserted-by":"publisher","first-page":"161","DOI":"10.7903\/ijecs.1798","article-title":"The effect of virtual spokescharacter type on online advertisements","volume":"9","author":"Hsu","year":"2018","journal-title":"International Journal of Electronic Commerce Studies"},{"issue":"14","key":"2026013004381810500_ref025","doi-asserted-by":"publisher","DOI":"10.3390\/su14148964","article-title":"The influence of virtual idol characteristics on consumers' clothing purchase intention","volume":"14","author":"Huang","year":"2022","journal-title":"Sustainability"},{"issue":"9","key":"2026013004381810500_ref026","doi-asserted-by":"publisher","first-page":"2121","DOI":"10.1002\/mar.22031","article-title":"Investigating the effectiveness of virtual influencers in prosocial marketing","volume":"41","author":"Igarashi","year":"2024","journal-title":"Psychology and Marketing"},{"key":"2026013004381810500_ref027","unstructured":"iiMedia Research\n           (2024), \u201cChina virtual idol industry development research report 2024\u201d, available at:\u00a0https:\/\/www.iimedia.cn\/c400\/92516.html (accessed\u00a020 May 2024)."},{"issue":"8","key":"2026013004381810500_ref028","doi-asserted-by":"publisher","first-page":"2255","DOI":"10.1002\/smj.2904","article-title":"Towards a theory of ecosystems","volume":"39","author":"Jacobides","year":"2018","journal-title":"Strategic Management Journal"},{"key":"2026013004381810500_ref029","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2023.107703","article-title":"Virtual influencers' attractiveness effect on purchase intention: a moderated mediation model of the Product\u2013Endorser fit with the brand","volume":"143","author":"Kim","year":"2023","journal-title":"Computers in Human Behavior"},{"key":"2026013004381810500_ref030","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2023.103581","article-title":"When digital celebrity talks to you: how human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements","volume":"76","author":"Kim","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref031","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2024.114611","article-title":"Virtual influencer marketing: evaluating the influence of virtual influencers' form realism and behavioral realism on consumer ambivalence and marketing performance","volume":"176","author":"Kim","year":"2024","journal-title":"Journal of Business Research"},{"key":"2026013004381810500_ref032","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2023.114325","article-title":"The authentic virtual influencer: authenticity manifestations in the metaverse","volume":"170","author":"Koles","year":"2024","journal-title":"Journal of Business Research"},{"issue":"5","key":"2026013004381810500_ref033","doi-asserted-by":"publisher","DOI":"10.3390\/su16051761","article-title":"Research on the effectiveness of virtual endorsers: a study based on the match-up hypothesis and source credibility model","volume":"16","author":"Kong","year":"2024","journal-title":"Sustainability"},{"issue":"6","key":"2026013004381810500_ref034","doi-asserted-by":"publisher","first-page":"2479","DOI":"10.1111\/ijcs.12956","article-title":"Virtual influencers as an emerging marketing theory: a systematic literature review","volume":"47","author":"Laszkiewicz","year":"2023","journal-title":"International Journal of Consumer Studies"},{"key":"2026013004381810500_ref035","doi-asserted-by":"publisher","first-page":"31125","DOI":"10.1109\/access.2023.3252563","article-title":"Ju. T\u2019aime my idol, my streamer: a case study on fandom experience as audiences and creators of VTuber concert","volume":"11","author":"Lee","year":"2023","journal-title":"IEEE Access"},{"key":"2026013004381810500_ref036","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2023.107927","article-title":"I'm not a puppet, I'm a real boy! Gender presentations by virtual influencers and how they are received","volume":"149","author":"Lee","year":"2023","journal-title":"Computers in Human Behavior"},{"issue":"7","key":"2026013004381810500_ref037","doi-asserted-by":"publisher","first-page":"3810","DOI":"10.1177\/14614448221106030","article-title":"A \u2018soul\u2019 emerges when AI, AR, and Anime converge: a case study on users of the new anime-stylized hologram social robot Hupo","volume":"26","author":"Leo-Liu","year":"2024","journal-title":"New Media and Society"},{"key":"2026013004381810500_ref038","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2023.103456","article-title":"Can you sense without being human? Comparing virtual and human influencers endorsement effectiveness","volume":"75","author":"Li","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref039","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103230","article-title":"Examining the effects of authenticity fit and association fit: a digital human avatar endorsement model","volume":"71","author":"Li","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref040","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2023.103685","article-title":"Virtually responsible? Attribution of responsibility toward human vs virtual influencers and the mediating role of mind perception","volume":"77","author":"Liu","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"4","key":"2026013004381810500_ref041","doi-asserted-by":"publisher","first-page":"540","DOI":"10.1080\/00913367.2022.2149641","article-title":"Authentically fake? How consumers respond to the influence of virtual influencers","volume":"52","author":"Lou","year":"2023","journal-title":"Journal of Advertising"},{"key":"2026013004381810500_ref042","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2023.114125","article-title":"Minor flaws are better: the positive effect of aesthetic imperfection about avatar endorsers on brand authenticity","volume":"166","author":"Lv","year":"2023","journal-title":"Journal of Business Research"},{"issue":"3","key":"2026013004381810500_ref043","doi-asserted-by":"publisher","first-page":"207","DOI":"10.1037\/0033-295x.85.3.207","article-title":"Context theory of classification learning","volume":"85","author":"Medin","year":"1978","journal-title":"Psychological Review"},{"issue":"3","key":"2026013004381810500_ref044","doi-asserted-by":"publisher","first-page":"393","DOI":"10.1108\/mip-06-2023-0251","article-title":"How to engage and attract virtual influencers' followers: a new non-human approach in the age of influencer marketing","volume":"42","author":"Melnychuk","year":"2024","journal-title":"Marketing Intelligence and Planning"},{"key":"2026013004381810500_ref045","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2024.114654","article-title":"Watching it motivates me to become stronger: virtual influencers' impact on consumer self-improvement product preferences","volume":"178","author":"Meng","year":"2024","journal-title":"Journal of Business Research"},{"issue":"1","key":"2026013004381810500_ref046","doi-asserted-by":"publisher","first-page":"67","DOI":"10.1177\/0022242921996646","article-title":"An emerging theory of avatar marketing","volume":"86","author":"Miao","year":"2022","journal-title":"Journal of Marketing"},{"key":"2026013004381810500_ref047","article-title":"The death of competition: leadership and strategy in the age of business ecosystems","author":"Moore","year":"1996"},{"issue":"2","key":"2026013004381810500_ref048","doi-asserted-by":"publisher","first-page":"410","DOI":"10.1108\/ejm-12-2022-0915","article-title":"Virtual influencer marketing: the good, the bad and the unreal","volume":"58","author":"Mouritzen","year":"2023","journal-title":"European Journal of Marketing"},{"issue":"2","key":"2026013004381810500_ref049","doi-asserted-by":"publisher","first-page":"80","DOI":"10.1002\/joom.1022","article-title":"Revisiting the complex adaptive systems paradigm: leading perspectives for researching operations and supply chain management issues","volume":"65","author":"Nair","year":"2019","journal-title":"Journal of Operations Management"},{"key":"2026013004381810500_ref050","doi-asserted-by":"publisher","DOI":"10.1016\/j.techfore.2023.122338","article-title":"Promoting value emergence through digital platform ecosystems: perspectives on resource integration in China","volume":"189","author":"Peng","year":"2023","journal-title":"Technological Forecasting and Social Change"},{"issue":"6","key":"2026013004381810500_ref051","doi-asserted-by":"publisher","first-page":"1727","DOI":"10.1108\/ejm-12-2019-0949","article-title":"Unreal influence: leveraging AI in influencer marketing","volume":"56","author":"Sands","year":"2022","journal-title":"European Journal of Marketing"},{"issue":"6","key":"2026013004381810500_ref052","doi-asserted-by":"publisher","first-page":"777","DOI":"10.1016\/j.bushor.2022.08.002","article-title":"False idols: unpacking the opportunities and challenges of falsity in the context of virtual influencers","volume":"65","author":"Sands","year":"2022","journal-title":"Business Horizons"},{"key":"2026013004381810500_ref053","doi-asserted-by":"publisher","DOI":"10.1108\/jrim-10-2023-0355","article-title":"Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities","author":"Shao","year":"2024","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"1","key":"2026013004381810500_ref054","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1057\/s41599-024-02698-y","article-title":"Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram","volume":"11","author":"Shen","year":"2024","journal-title":"Humanities and Social Sciences Communications"},{"issue":"12","key":"2026013004381810500_ref055","first-page":"8873","article-title":"Optimization algorithm of an artificial neural network-based controller and simulation method for animated virtual idol characters","volume":"35","author":"Shi","year":"2023","journal-title":"Neural Computing and Applications"},{"issue":"6","key":"2026013004381810500_ref056","doi-asserted-by":"publisher","first-page":"3433","DOI":"10.1177\/14614448221102900","article-title":"Parasocial interactions with real and virtual influencers: the role of perceived similarity and human-likeness","volume":"26","author":"Stein","year":"2024","journal-title":"New Media and Society"},{"key":"2026013004381810500_ref057","doi-asserted-by":"publisher","DOI":"10.1016\/j.techfore.2023.122440","article-title":"How to build business ecosystems for e-waste online recycling platforms: a comparative study of two typical cases in China","volume":"190","author":"Sun","year":"2023","journal-title":"Technological Forecasting and Social Change"},{"issue":"3","key":"2026013004381810500_ref058","doi-asserted-by":"publisher","first-page":"284","DOI":"10.2307\/1930070","article-title":"The use and abuse of vegetational concepts and terms","volume":"16","author":"Tansley","year":"1935","journal-title":"Ecology"},{"issue":"1","key":"2026013004381810500_ref059","doi-asserted-by":"publisher","first-page":"11","DOI":"10.1080\/00913367.2020.1810595","article-title":"Close encounters of the AI kind: use of AI influencers as brand endorsers","volume":"50","author":"Thomas","year":"2021","journal-title":"Journal of Advertising"},{"key":"2026013004381810500_ref060","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2023.113725","article-title":"Is it time for marketing to reappraise B2C relationship management? The emergence of a new loyalty paradigm through blockchain technology","volume":"159","author":"Treiblmaier","year":"2023","journal-title":"Journal of Business Research"},{"key":"2026013004381810500_ref061","doi-asserted-by":"publisher","first-page":"49","DOI":"10.1016\/j.techfore.2017.06.032","article-title":"A review of the ecosystem concept \u2014 towards coherent ecosystem design","volume":"136","author":"Tsujimoto","year":"2018","journal-title":"Technological Forecasting and Social Change"},{"issue":"1","key":"2026013004381810500_ref062","doi-asserted-by":"publisher","first-page":"74","DOI":"10.3390\/bs13010074","article-title":"The influence of image realism of digital endorsers on the purchase intention of gift products for the elderly","volume":"13","author":"Wang","year":"2023","journal-title":"Behavioral Sciences"},{"key":"2026013004381810500_ref063","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.103777","article-title":"The positive effect of artificial intelligence technology transparency on digital endorsers: based on the theory of mind perception","volume":"78","author":"Wang","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref064","doi-asserted-by":"publisher","DOI":"10.3389\/fpsyg.2023.1290790","article-title":"The creative behavior of virtual idol fans: a psychological perspective based on MOA theory","volume":"14","author":"Wang","year":"2023","journal-title":"Frontiers in Psychology"},{"issue":"83","key":"2026013004381810500_ref065","doi-asserted-by":"publisher","first-page":"129","DOI":"10.1080\/17470216008416717","article-title":"On the failure to eliminate hypotheses in a conceptual task","volume":"12","author":"Wason","year":"1960","journal-title":"Quarterly Journal of Experimental Psychology"},{"key":"2026013004381810500_ref066","doi-asserted-by":"publisher","DOI":"10.1016\/j.tourman.2023.104779","article-title":"All hype or the real deal? Investigating user engagement with virtual influencers in tourism","volume":"99","author":"Xie-Carson","year":"2023","journal-title":"Tourism Management"},{"issue":"6","key":"2026013004381810500_ref067","doi-asserted-by":"publisher","first-page":"1006","DOI":"10.1177\/10963480231180940","article-title":"Keep it #unreal: exploring Instagram users' engagement with virtual influencers in tourism contexts user engagement with virtual influencers","volume":"48","author":"Xie-Carson","year":"2024","journal-title":"Journal of Hospitality and Tourism Research"},{"issue":"5","key":"2026013004381810500_ref068","doi-asserted-by":"publisher","first-page":"759","DOI":"10.1108\/jrim-10-2023-0330","article-title":"Virtual influencers and corporate reputation: from marketing game to empirical analysis","volume":"18","author":"Xin","year":"2024","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"11","key":"2026013004381810500_ref069","doi-asserted-by":"publisher","DOI":"10.1016\/j.heliyon.2023.e22164","article-title":"Virtual idol marketing: benefits, risks, and an integrated framework of the emerging marketing field","volume":"9","author":"Yu","year":"2023","journal-title":"Heliyon"},{"issue":"6","key":"2026013004381810500_ref070","doi-asserted-by":"publisher","first-page":"1731","DOI":"10.1108\/intr-04-2019-0142","article-title":"Do digital celebrities' relationships and social climate matter? Impulse buying in f-commerce","volume":"30","author":"Zafar","year":"2020","journal-title":"Internet Research"},{"issue":"5","key":"2026013004381810500_ref071","doi-asserted-by":"publisher","first-page":"1803","DOI":"10.1007\/s10796-023-10425-2","article-title":"How do virtual AI streamers influence viewers' livestream shopping behavior? The effects of persuasive factors and the mediating role of arousal","volume":"26","author":"Zhang","year":"2024","journal-title":"Information Systems Frontiers"},{"key":"2026013004381810500_ref072","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2023.103610","article-title":"Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: a moderated serial-mediation model","volume":"76","author":"Zhou","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref073","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.103742","article-title":"Avatars of influence: understanding how virtual influencers trigger consumer engagement on online booking platforms","volume":"78","author":"Akhtar","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref074","doi-asserted-by":"publisher","DOI":"10.1016\/j.techfore.2023.123113","article-title":"Intelligent influencer marketing: how AI-powered virtual influencers outperform human influencers","volume":"200","author":"Allal-Ch\u00e9rif","year":"2024","journal-title":"Technological Forecasting and Social Change"},{"issue":"9","key":"2026013004381810500_ref075","doi-asserted-by":"publisher","first-page":"2290","DOI":"10.1108\/ejm-03-2022-0185","article-title":"Color effects on AI influencers' product recommendations","volume":"57","author":"Chan","year":"2023","journal-title":"European Journal of Marketing"},{"key":"2026013004381810500_ref076","doi-asserted-by":"publisher","DOI":"10.1177\/14614448231226213","article-title":"The host in the shell: constructing female identity in the embodied animated media","author":"Chen","year":"2024","journal-title":"New Media and Society"},{"issue":"6","key":"2026013004381810500_ref077","doi-asserted-by":"publisher","first-page":"2205","DOI":"10.1108\/intr-09-2021-0686","article-title":"Can AI chatbots help retain customers? Impact of AI service quality on customer loyalty","volume":"33","author":"Chen","year":"2023","journal-title":"Internet Research"},{"issue":"2","key":"2026013004381810500_ref078","doi-asserted-by":"publisher","first-page":"841","DOI":"10.1177\/13548565241246045","article-title":"I produce songs for her \u2026. In this way, I gradually know her more. The more I know her, the more I like her: using Collins' model of interactive ritual chains to study the case of virtual idol fandom in China","volume":"30","author":"Chen","year":"2024","journal-title":"Convergence"},{"key":"2026013004381810500_ref079","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.103797","article-title":"Virtually human: anthropomorphism in virtual influencer marketing","volume":"79","author":"Dabiran","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref080","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103233","article-title":"Effects of human versus virtual human influencers on the appearance anxiety of social media users","volume":"71","author":"Deng","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"8","key":"2026013004381810500_ref081","doi-asserted-by":"publisher","first-page":"1319","DOI":"10.1080\/14680777.2020.1830927","article-title":"Celebrity 2.0: Lil Miquela and the rise of a virtual star system","volume":"20","author":"Drenten","year":"2020","journal-title":"Feminist Media Studies"},{"issue":"5","key":"2026013004381810500_ref082","doi-asserted-by":"publisher","first-page":"881","DOI":"10.1177\/14614448211015625","article-title":"Idols you can make: the player as auteur in Japan's media mix","volume":"25","author":"Finan","year":"2023","journal-title":"New Media and Society"},{"issue":"4","key":"2026013004381810500_ref083","doi-asserted-by":"publisher","first-page":"523","DOI":"10.1080\/00913367.2022.2154721","article-title":"Consumers' responses to virtual influencers as advertising endorsers: novel and effective or uncanny and deceiving?","volume":"52","author":"Franke","year":"2023","journal-title":"Journal of Advertising"},{"issue":"3","key":"2026013004381810500_ref084","doi-asserted-by":"publisher","first-page":"325","DOI":"10.1080\/10864415.2018.1462939","article-title":"Consumer attitudes toward human-like avatars in advertisements: the effect of category knowledge and imagery","volume":"22","author":"Gammoh","year":"2018","journal-title":"International Journal of Electronic Commerce"},{"issue":"7","key":"2026013004381810500_ref085","doi-asserted-by":"publisher","first-page":"1419","DOI":"10.1002\/mar.21989","article-title":"Will virtual influencers overcome the uncanny valley? The moderating role of social cues","volume":"41","author":"Gutuleac","year":"2024","journal-title":"Psychology and Marketing"},{"key":"2026013004381810500_ref086","doi-asserted-by":"publisher","first-page":"33","DOI":"10.1016\/j.ijhcs.2015.07.004","article-title":"Persuasive avatars: the effects of customizing a virtual salespersons appearance on brand liking and purchase intentions","volume":"84","author":"Hanus","year":"2015","journal-title":"International Journal of Human-Computer Studies"},{"issue":"14","key":"2026013004381810500_ref087","doi-asserted-by":"publisher","DOI":"10.3390\/su14148964","article-title":"The influence of virtual idol characteristics on consumers' clothing purchase intention","volume":"14","author":"Huang","year":"2022","journal-title":"Sustainability"},{"key":"2026013004381810500_ref088","doi-asserted-by":"publisher","DOI":"10.1186\/s40691-024-00380-0","article-title":"Fake human but real influencer: the interplay of authenticity and humanlikeness in Virtual Influencer communication?","volume":"11","author":"Ju","year":"2024","journal-title":"Fashion and Textiles"},{"key":"2026013004381810500_ref089","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2023.107703","article-title":"Virtual influencers' attractiveness effect on purchase intention: a moderated mediation model of the Product\u2013Endorser fit with the brand","volume":"143","author":"Kim","year":"2023","journal-title":"Computers in Human Behavior"},{"key":"2026013004381810500_ref090","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2023.103581","article-title":"When digital celebrity talks to you: how human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements","volume":"76","author":"Kim","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"18","key":"2026013004381810500_ref091","doi-asserted-by":"publisher","first-page":"5042","DOI":"10.1080\/10447318.2023.2233125","article-title":"Are virtual influencers friends or foes? Uncovering the perceived creepiness and authenticity of virtual influencers in social media marketing in the United States","volume":"40","author":"Kim","year":"2024","journal-title":"International Journal of Human-Computer Interaction"},{"issue":"5","key":"2026013004381810500_ref092","doi-asserted-by":"publisher","DOI":"10.3390\/su16051761","article-title":"Research on the effectiveness of virtual endorsers: a study based on the match-up hypothesis and source credibility model","volume":"16","author":"Kong","year":"2024","journal-title":"Sustainability"},{"issue":"6","key":"2026013004381810500_ref093","doi-asserted-by":"publisher","first-page":"2479","DOI":"10.1111\/ijcs.12956","article-title":"Virtual influencers as an emerging marketing theory: a systematic literature review","volume":"47","author":"Laszkiewicz","year":"2023","journal-title":"International Journal of Consumer Studies"},{"key":"2026013004381810500_ref094","doi-asserted-by":"publisher","first-page":"31125","DOI":"10.1109\/access.2023.3252563","article-title":"Ju. T\u2019aime my idol, my streamer: a case study on fandom experience as audiences and creators of VTuber concert","volume":"11","author":"Lee","year":"2023","journal-title":"IEEE Access"},{"issue":"7","key":"2026013004381810500_ref095","doi-asserted-by":"publisher","first-page":"3810","DOI":"10.1177\/14614448221106030","article-title":"A \u201csoul\u201d emerges when AI, AR, and Anime converge: a case study on users of the new anime-stylized hologram social robot Hupo","volume":"26","author":"Leo-Liu","year":"2024","journal-title":"New Media and Society"},{"key":"2026013004381810500_ref096","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103230","article-title":"Examining the effects of authenticity fit and association fit: a digital human avatar endorsement model","volume":"71","author":"Li","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref097","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2023.103685","article-title":"Virtually responsible? Attribution of responsibility toward human vs virtual influencers and the mediating role of mind perception","volume":"77","author":"Liu","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"4","key":"2026013004381810500_ref098","doi-asserted-by":"publisher","first-page":"540","DOI":"10.1080\/00913367.2022.2149641","article-title":"Authentically fake? How consumers respond to the influence of virtual influencers","volume":"52","author":"Lou","year":"2023","journal-title":"Journal of Advertising"},{"key":"2026013004381810500_ref099","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2023.114125","article-title":"Minor flaws are better: the positive effect of aesthetic imperfection about avatar endorsers on brand authenticity","volume":"166","author":"Lv","year":"2023","journal-title":"Journal of Business Research"},{"issue":"8","key":"2026013004381810500_ref100","doi-asserted-by":"publisher","first-page":"894","DOI":"10.1177\/15274764221093599","article-title":"Wrap you up in my blue hair: vocaloid, hyperpop, and identity in \u2018Ashnikko Feat. Hatsune Miku \u2013 Daisy 2.0\u2019","volume":"24","author":"March","year":"2023","journal-title":"Television and New Media"},{"issue":"3","key":"2026013004381810500_ref101","doi-asserted-by":"publisher","first-page":"393","DOI":"10.1108\/mip-06-2023-0251","article-title":"How to engage and attract virtual influencers' followers: a new non-human approach in the age of influencer marketing","volume":"42","author":"Melnychuk","year":"2024","journal-title":"Marketing Intelligence and Planning"},{"key":"2026013004381810500_ref102","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2024.114654","article-title":"Watching it motivates me to become stronger: virtual influencers' impact on consumer self-improvement product preferences","volume":"178","author":"Meng","year":"2024","journal-title":"Journal of Business Research"},{"issue":"1","key":"2026013004381810500_ref103","doi-asserted-by":"publisher","first-page":"67","DOI":"10.1177\/0022242921996646","article-title":"An emerging theory of avatar marketing","volume":"86","author":"Miao","year":"2022","journal-title":"Journal of Marketing"},{"issue":"1","key":"2026013004381810500_ref104","doi-asserted-by":"publisher","first-page":"209","DOI":"10.1177\/14695405221117195","article-title":"I am a virtual girl from Tokyo: Virtual influencers, digital-orientalism and the (Im)materiality of race and gender","volume":"23","author":"Miyake","year":"2023","journal-title":"Journal of Consumer Culture"},{"key":"2026013004381810500_ref105","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2022.103059","article-title":"When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type","volume":"68","author":"Ruan","year":"2022","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"6","key":"2026013004381810500_ref106","doi-asserted-by":"publisher","first-page":"1727","DOI":"10.1108\/ejm-12-2019-0949","article-title":"Unreal influence: leveraging AI in influencer marketing","volume":"56","author":"Sands","year":"2022","journal-title":"European Journal of Marketing"},{"key":"2026013004381810500_ref107","doi-asserted-by":"publisher","DOI":"10.1108\/jrim-10-2023-0355","article-title":"Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities","author":"Shao","year":"2024","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"1","key":"2026013004381810500_ref108","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1057\/s41599-024-02698-y","article-title":"Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram","volume":"11","author":"Shen","year":"2024","journal-title":"Humanities and Social Sciences Communications"},{"issue":"12","key":"2026013004381810500_ref109","doi-asserted-by":"publisher","first-page":"1116","DOI":"10.1080\/10447318.2020.1870827","article-title":"Study of full-body virtual embodiment using noninvasive brain stimulation and imaging","volume":"37","author":"\u0160kola","year":"2021","journal-title":"International Journal of Human-Computer Interaction"},{"key":"2026013004381810500_ref110","doi-asserted-by":"publisher","first-page":"502","DOI":"10.1016\/j.jbusres.2020.09.009","article-title":"Artificial intelligence in supply chain management: a systematic literature review","volume":"122","author":"Toorajipour","year":"2021","journal-title":"Journal of Business Research"},{"issue":"12","key":"2026013004381810500_ref111","doi-asserted-by":"publisher","first-page":"1267","DOI":"10.1002\/mar.21274","article-title":"Antecedents and outcomes of digital influencer endorsement: an exploratory study","volume":"36","author":"Torres","year":"2019","journal-title":"Psychology and Marketing"},{"issue":"8","key":"2026013004381810500_ref112","doi-asserted-by":"publisher","DOI":"10.3390\/su15086388","article-title":"Predictors affecting effects of virtual influencer advertising among college students","volume":"15","author":"Um","year":"2023","journal-title":"Sustainability"},{"issue":"1","key":"2026013004381810500_ref113","doi-asserted-by":"publisher","DOI":"10.3390\/bs13010074","article-title":"The influence of image realism of digital endorsers on the purchase intention of gift products for the elderly","volume":"13","author":"Wang","year":"2023","journal-title":"Behavioral Sciences"},{"key":"2026013004381810500_ref114","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2024.103777","article-title":"The positive effect of artificial intelligence technology transparency on digital endorsers: based on the theory of mind perception","volume":"78","author":"Wang","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"2026013004381810500_ref115","doi-asserted-by":"publisher","DOI":"10.1016\/j.tourman.2023.104779","article-title":"All hype or the real deal? Investigating user engagement with virtual influencers in tourism","volume":"99","author":"Xie-Carson","year":"2023","journal-title":"Tourism Management"},{"issue":"5","key":"2026013004381810500_ref116","doi-asserted-by":"publisher","first-page":"759","DOI":"10.1108\/jrim-10-2023-0330","article-title":"Virtual influencers and corporate reputation: from marketing game to empirical analysis","volume":"18","author":"Xin","year":"2024","journal-title":"Journal of Research in Interactive Marketing"},{"key":"2026013004381810500_ref117","doi-asserted-by":"publisher","DOI":"10.1016\/j.techfore.2024.123530","article-title":"Do virtual endorsers have a country-of-origin effect? From the perspective of congruent explanations","volume":"206","author":"Xu","year":"2024","journal-title":"Technological Forecasting and Social Change"},{"issue":"11","key":"2026013004381810500_ref118","doi-asserted-by":"publisher","DOI":"10.1016\/j.heliyon.2023.e22164","article-title":"Virtual idol marketing: benefits, risks, and an integrated framework of the emerging marketing field","volume":"9","author":"Yu","year":"2023","journal-title":"Heliyon"},{"issue":"5","key":"2026013004381810500_ref119","doi-asserted-by":"publisher","first-page":"1803","DOI":"10.1007\/s10796-023-10425-2","article-title":"How do virtual AI streamers influence viewers' livestream shopping behavior? The effects of persuasive factors and the mediating role of arousal","volume":"26","author":"Zhang","year":"2024","journal-title":"Information Systems Frontiers"},{"issue":"4","key":"2026013004381810500_ref120","doi-asserted-by":"crossref","first-page":"84","DOI":"10.1177\/00222429231203699","article-title":"Making sense? The sensory-specific nature of virtual influencer effectiveness","volume":"88","author":"Zhou","year":"2024","journal-title":"Journal of Marketing"}],"container-title":["Internet Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/INTR-06-2024-0938\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/intr\/article-pdf\/36\/1\/365\/11208969\/intr-06-2024-0938en.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"syndication"},{"URL":"https:\/\/www.emerald.com\/intr\/article-pdf\/36\/1\/365\/11208969\/intr-06-2024-0938en.pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,1,30]],"date-time":"2026-01-30T09:38:27Z","timestamp":1769765907000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.emerald.com\/intr\/article\/36\/1\/365\/1253150\/A-systematic-literature-review-of-virtual-idol"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,1,2]]},"references-count":120,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2026,2,2]]}},"URL":"https:\/\/doi.org\/10.1108\/intr-06-2024-0938","relation":{},"ISSN":["1066-2243","2054-5657"],"issn-type":[{"value":"1066-2243","type":"print"},{"value":"2054-5657","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,1,2]]}}}