Systematic Literature Review: Consumer Attitudes in the Rise of Virtual K-pop Idols

Clarissa Xaviera Nadia; Ira Fachira

doi:10.55227/ijhess.v5i1.1767

Authors

Clarissa Xaviera Nadia Institut Teknologi Bandung
Ira Fachira

DOI:

https://doi.org/10.55227/ijhess.v5i1.1767

Keywords:

Consumer Attitudes, Virtual K-pop Idol, Virtual Influencer, Systematic Literature Review, Artificial Intelligence

Abstract

Technological advancement over the years have been the catalyst for different kinds of innovations that have developed in modern times. As a result, a wave virtual entity such as virtual influencers have emerged in recent years. In addition, it also led to the rise of virtual K-pop idols. The popularity of virtual K-pop idols suggests that the wave of virtual entities is currently spreading to the music and entertainment domains. This study aims to investigate the potential and opportunities of the virtual K-pop idol that is currently developing. This study proposed a systematic literature review that focuses on investigating the current body of knowledge about virtual idols and virtual influencers, as well as identifying various factors regarding the consumer attitudes. This study aims to identify existing literatures obtained from the Scopus database, conduct a content analysis on selected literatures, as well as identify potential areas for possible future research directions for virtual K-pop idols. A total of 80 articles were included in this study following the selection process from the Scopus database. Through content analysis, several variables or aspects previously investigated in past research were identified, with the majority focusing on consumer behavioral intention and consumer engagement. Additionally, 30 factors related to attitude were identified. Based on this content analysis, a number of recommendations for future research in the domain of virtual K-pop idols were proposed.

References

Ahn, D. K., & Kim, S. I. (2023). Virtual Human Definition By Analyzing Virtuality Concepts. Archives of Design Research, 36(4), 193–209. https://doi.org/10.15187/ADR.2023.11.36.4.193

Almasri, Y. (2023). Fashion Virtual Influencers: Antecedents Influencing Females’ Behavioral Intentions in Jordan. Dirasat: Human and Social Sciences, 50(3), 390–402. https://doi.org/10.35516/hum.v50i3.5420

Ameen, N., Cheah, J.-H., Ali, F., El-Manstrly, D., & Kulyciute, R. (2024). Risk, Trust, and the Roles of Human Versus Virtual Influencers. Journal of Travel Research, 63(6), 1370–1394. https://doi.org/10.1177/00472875231190601

Arsenyan, J., & Mirowska, A. (2021). Almost human? A comparative case study on the social media presence of virtual influencers. International Journal of Human Computer Studies, 155. https://doi.org/10.1016/j.ijhcs.2021.102694

Bansal, R., Ngah, A. H., Sahabuddin, M., Tabash, M. I., & Hamadi, A. (2024a). Virtual Influencers in Marketing: A Bibliometric Analysis of Current and Future Research Trends. Journal of Logistics, Informatics and Service Science, 11(8), 139–161. https://doi.org/10.33168/JLISS.2024.0809

Bansal, R., Ngah, A. H., Sahabuddin, M., Tabash, M. I., & Hamadi, A. (2024b). Virtual Influencers in Marketing: A Bibliometric Analysis of Current and Future Research Trends. Journal of Logistics, Informatics and Service Science, 11(8), 139–161. https://doi.org/10.33168/JLISS.2024.0809

Belanche, D., Casaló, L. V, & Flavián, M. (2024). Human versus virtual influences, a comparative study. Journal of Business Research, 173. https://doi.org/10.1016/j.jbusres.2023.114493

Chen, Z., & Skey, M. (2024). ‘I produce songs for her …. 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. Convergence, 30(2), 841–859. https://doi.org/10.1177/13548565241246045

Chiu, C. L., & Ho, H.-C. (2023). Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media. SAGE Open, 13(1). https://doi.org/10.1177/21582440231164034

Choi, M., Choi, Y., & Lee, H. (2024). Gen Z Travelers in the Instagram Marketplace: Trust, Influencer Type, Post Type, and Purchase Intention. Journal of Hospitality and Tourism Research, 48(6), 1020–1034. https://doi.org/10.1177/10963480231180938

Chung, D., Wang, J., & Meng, Y. (2024). Examining the Impact of Virtual Health Influencers on Young Adults’ Willingness to Engage in Liver Cancer Prevention: Insights from Parasocial Relationship Theory. Social Sciences, 13(6). https://doi.org/10.3390/socsci13060319

da Silva Oliveira, A. B., & Chimenti, P. (2021). “Humanized Robots”: A Proposition of Categories to Understand Virtual Influencers. Australasian Journal of Information Systems, 25, 1–27. https://doi.org/10.3127/ajis.v25i0.3223

Davlembayeva, D., Chari, S., & Papagiannidis, S. (2025). Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective. British Journal of Management, 36(1), 202–222. https://doi.org/10.1111/1467-8551.12839

Ekinci, Y., Dam, S., & Buckle, G. (2025). The Dark Side of Social Media Influencers: A Research Agenda for Analysing Deceptive Practices and Regulatory Challenges. Psychology and Marketing, 42(4), 1201–1214. https://doi.org/10.1002/mar.22173

El Hedhli, K., Zourrig, H., Al Khateeb, A., & Alnawas, I. (2023). Stereotyping human-like virtual influencers in retailing: Does warmth prevail over competence? Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103459

Elyamany, N., Youssef, Y. O., & El-karef, N. (2025). A trans-disciplinary forensic study of Lil Miquela’s virtual identity performance in Instagram. AI and Society. https://doi.org/10.1007/s00146-025-02219-8

Ferraro, C., Sands, S., Zubcevic-Basic, N., & Campbell, C. (2024). Diversity in the digital age: how consumers respond to diverse virtual influencers. International Journal of Advertising, 43(8), 1342–1365. https://doi.org/10.1080/02650487.2023.2300927

Franke, C., & Groeppel-Klein, A. (2024). The role of psychological distance and construal level in explaining the effectiveness of human-like vs. cartoon-like virtual influencers. Journal of Business Research, 185. https://doi.org/10.1016/j.jbusres.2024.114916

Gambetti, R. C., & Kozinets, R. V. (2024). From killer bunnies to talking cupcakes: theorizing the diverse universe of virtual influencers. European Journal of Marketing, 58(13), 205–251. https://doi.org/10.1108/EJM-12-2022-0948

Gerlich, M. (2023). The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences, 13(8). https://doi.org/10.3390/admsci13080178

Gerlich, M. (2024). Societal Perceptions and Acceptance of Virtual Humans: Trust and Ethics across Different Contexts. Social Sciences, 13(10). https://doi.org/10.3390/socsci13100516

Gerrath, M. H. E. E., Olya, H., Shah, Z., & Li, H. (2024). Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts. Journal of Business Research, 175. https://doi.org/10.1016/j.jbusres.2024.114520

Gulan, M., Feng, Y., Mvondo, G. F. N., & Niu, B. (2025). How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers’ Marketing Efforts, Perceived Coolness, and Anthropomorphism. Journal of Theoretical and Applied Electronic Commerce Research, 20(1). https://doi.org/10.3390/jtaer20010036

Huang, Q.-Q., Qu, H.-J., & Li, P. (2022). The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention. Sustainability (Switzerland), 14(14). https://doi.org/10.3390/su14148964

Igarashi, R., Bhoumik, K., & Thompson, J. (2024). Investigating the effectiveness of virtual influencers in prosocial marketing. Psychology and Marketing, 41(9), 2121–2135. https://doi.org/10.1002/mar.22031

Jayasingh, S., Sivakumar, A., & Vanathaiyan, A. A. (2025). Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 20(1). https://doi.org/10.3390/jtaer20010017

Jin, S. V, & Viswanathan, V. (2025). “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing. AI and Society, 40(1), 117–131. https://doi.org/10.1007/s00146-023-01832-9

Ju, N., Kim, T., & Im, H. (2024). Fake human but real influencer: the interplay of authenticity and humanlikeness in Virtual Influencer communication? Fashion and Textiles, 11(1). https://doi.org/10.1186/s40691-024-00380-0

Kim, D., & Wang, Z. (2023). The ethics of virtuality: navigating the complexities of human-like virtual influencers in the social media marketing realm. Frontiers in Communication, 8. https://doi.org/10.3389/fcomm.2023.1205610

Kim, E., Kim, D., Zihang, E., & Shoenberger, H. (2023). The next hype in social media advertising: Examining virtual influencers’ brand endorsement effectiveness. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1089051

Kim, M. L., & Lee, J. H. (2024). Exploring Communication Characteristics of Virtual Fashion Influencer Lil Miquela through Everydayness from a Semiotic Perspective. Archives of Design Research, 37(3), 197–213. https://doi.org/10.15187/adr.2024.07.37.3.197

Koles, B., Audrezet, A., Moulard, J. G., Ameen, N., & McKenna, B. (2024). The authentic virtual influencer: Authenticity manifestations in the metaverse. Journal of Business Research, 170. https://doi.org/10.1016/j.jbusres.2023.114325

KTimes. (2024). PLAVE leads charge as virtual idols rise as new sensation in K-pop industry. Korea Times.

Kuo, Y.-H., & Le, S. B. H. (2025). Authenticity meets aesthetics: Physical attractiveness as the Equalizer for virtual and human influencers. Asia Pacific Management Review, 30(2). https://doi.org/10.1016/j.apmrv.2025.100359

Kwon, J., & Watson, I. (2023). ‘The only thing we can’t do is sign autographs’: The rise of virtual K-pop bands. CNN.

Landgrebe, J. (2024). The Rise of Virtual Influencer Marketing. Hermes (Denmark), 64, 75–102. https://doi.org/10.7146/hjlcb.vi64.143879

Lee, H., Shin, M., Yang, J., & Chock, T. M. (2025). Virtual Influencers vs. Human Influencers in the Context of Influencer Marketing: The Moderating Role of Machine Heuristic on Perceived Authenticity of Influencers. International Journal of Human-Computer Interaction, 41(10), 6029–6046. https://doi.org/10.1080/10447318.2024.2374100

Lee, S., & Lee, J. (2023). “Ju. T’aime” My Idol, My Streamer: A Case Study on Fandom Experience as Audiences and Creators of VTuber Concert. IEEE Access, 11, 31125–31142. https://doi.org/10.1109/ACCESS.2023.3252563

Li, E. C.-Y., & Pang, K.-W. (2024). Fandom meets artificial intelligence: Rethinking participatory culture as human–community–machine interactions. European Journal of Cultural Studies, 27(4), 778–787. https://doi.org/10.1177/13675494241236146

Li, L., Liu, S., & Lee, J.-Y. (2024). On the Social Media Platform, Virtual Internet Celebrities and Real Idol Brand Spokesmen Perceive Human Nature, Physical Charm, and Study Consumer Reaction Based on Self-Consistency: The Media Effect of Trust. WSEAS Transactions on Business and Economics, 21, 762–774. https://doi.org/10.37394/23207.2024.21.64

Liu, J. (2023). Virtual presence, real connections: Exploring the role of parasocial relationships in virtual idol fan community participation. Global Media and China. https://doi.org/10.1177/20594364231222976

Liyanaarachchi, G., Mifsud, M., & Viglia, G. (2024). Virtual influencers and data privacy: Introducing the multi-privacy paradox. Journal of Business Research, 176. https://doi.org/10.1016/j.jbusres.2024.114584

Looi, J., & Kahlor, L. A. (2024). Artificial Intelligence in Influencer Marketing: A Mixed-Method Comparison of Human and Virtual Influencers on Instagram. Journal of Interactive Advertising, 24(2), 107–126. https://doi.org/10.1080/15252019.2024.2313721

Luo, L., & Kim, W. (2024). How virtual influencers’ identities are shaped on Chinese social media: A case study of Ling. Global Media and China, 9(3), 325–343. https://doi.org/10.1177/20594364231188353

Marr, B. (2023). How Online Influencers And Idols Are Using Generative AI. Forbes.

Masri, Y. A., Hamadneh, S., Al-Dmour, R., & Al-Okaily, M. (2023). Can Computer Virtual Influencers Replace Human Influencers in the Future? An Empirical Investigation in the Age of Digital Transformation. Jordan Journal of Business Administration, 19(4), 498–513. https://doi.org/10.35516/jjba.v19i4.1430

Mihalache, M., & Mihalache, O. R. (2016). A Decisional Framework of Offshoring: Integrating Insights from 25 Years of Research to Provide Direction for Future*. Decision Sciences, 47(6), 1103–1149. https://doi.org/10.1111/deci.12206

Mishra, R., Singh, R. K., & Koles, B. (2021). Consumer decision‐making in omnichannel retailing: Literature review and future research agenda. International Journal of Consumer Studies, 45(2), 147–174. https://doi.org/10.1111/ijcs.12617

Miyake, E. (2023). I am a virtual girl from Tokyo: Virtual influencers, digital-orientalism and the (Im)materiality of race and gender. Journal of Consumer Culture, 23(1), 209–228. https://doi.org/10.1177/14695405221117195

Mo, Z., & Zhou, M. (2024). Don’t Like Them but Take What They Said_ The Effectiveness of Virtual Influencers in Public Service Announcements. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2269–2288. https://doi.org/10.3390/jtaer19030110

Mrad, M., Ramadan, Z., Tóth, Z., Nasr, L., & Karimi, S. (2025). Virtual Influencers Versus Real Connections: Exploring the Phenomenon of Virtual Influencers. Journal of Advertising, 54(1), 1–19. https://doi.org/10.1080/00913367.2024.2393711

Nasr, L. I., Mousavi, S., & Michaelidou, N. (2025). Self-Comparing With Virtual Influencers: Effects on Followers’ Wellbeing. Psychology and Marketing, 42(3), 780–798. https://doi.org/10.1002/mar.22151

Natale, S., & Depounti, I. (2024). Artificial Sociality. Human-Machine Communication, 7, 83–98. https://doi.org/10.30658/hmc.7.5

Omeish, F., Al Khasawneh, M., & Khair, N. (2024). Investigating the impact of AI on improving customer experience through social media marketing: An analysis of Jordanian Millennials. Computers in Human Behavior Reports, 15. https://doi.org/10.1016/j.chbr.2024.100464

Onishi, Y., Ogawa, K., Tanaka, K., & Nakanishi, H. (2024). Embodied, visible, and courteous: exploring robotic social touch with virtual idols. Frontiers in Robotics and AI, 11. https://doi.org/10.3389/frobt.2024.1240408

Ozdemir, O., Kolfal, B., Messinger, P. R., & Rizvi, S. (2023). Human or virtual: How influencer type shapes brand attitudes. Computers in Human Behavior, 145. https://doi.org/10.1016/j.chb.2023.107771

Pan, S., Qin, Z., & Zhang, Y. (2024). More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 3229–3252. https://doi.org/10.3390/jtaer19040157

Pérez-Sánchez, M., Casanoves-Boix, J., & Morales, B. D. (2024). Human-like virtual influencers: human perceptions and attitudes towards an emerging phenomenon. European Public & Social Innovation Review, 9, 1–19. https://doi.org/10.31637/epsir-2024-657

Pushparaj, P., & Kushwaha, B. P. (2023a). Communicate your audience through Virtual Influencer: A Systematic Literature Review. Journal of Content, Community and Communication, 17(9), 31–45. https://doi.org/10.31620/JCCC.06.23/04

Pushparaj, P., & Kushwaha, B. P. (2023b). Communicate your audience through Virtual Influencer: A Systematic Literature Review. Journal of Content, Community and Communication, 17(9), 31–45. https://doi.org/10.31620/JCCC.06.23/04

Quach, S., Cheah, I., & Thaichon, P. (2024). The power of flattery: Enhancing prosocial behavior through virtual influencers. Psychology and Marketing, 41(7), 1629–1648. https://doi.org/10.1002/mar.22001

Robinson, B. (2020). Towards an ontology and ethics of virtual influencers. Australasian Journal of Information Systems, 24. https://doi.org/10.3127/AJIS.V24I0.2807

Rodrigo-Martín, I., Muñoz-Sastre, D., & Rodrigo-Martín, L. (2022). Virtual influencers as opinion leaders and their use in political communication technics. Revista Mediterránea de Comunicación, 13(1), 251–266. https://doi.org/10.14198/MEDCOM.20751

Rodrigo-Martín, L., Rodrigo-Martín, I., & Muñoz-Sastre, D. (2021). Virtual Influencers as an advertising tool in the promotion of brands and products. Study of the commercial activity of Lil Miquela. Revista Latina de Comunicación Social, 79, 69–90. https://doi.org/10.4185/RLCS-2021-1521

Rungruangjit, W., Mongkol, K., Piriyakul, I., & Charoenpornpanichkul, K. (2024). The power of human-like virtual-influencer-generated content: Impact on consumers’ willingness to follow and purchase intentions. Computers in Human Behavior Reports, 16. https://doi.org/10.1016/j.chbr.2024.100523

Sakuma, H., Hori, A., Murashita, M., Kondo, C., & Hijikata, Y. (2023). YouTubers vs. VTubers: Persuasiveness of human and virtual presenters in promotional videos. Frontiers in Computer Science, 5. https://doi.org/10.3389/fcomp.2023.1043342

Shen, Z. (2024). Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-024-02698-y

Song, L., Chow, O. W., Na, M., & Sarjit, S. G. (2024). Virtual Idol and Youth Identity: The Impact of Mainstream Culture on the Virtual Idol Online Fanbase Community in China. Studies in Media and Communication, 12(2), 100–115. https://doi.org/10.11114/smc.v12i2.6658

Sookkaew, J., & Saephoo, P. (2021). “Digital Influencer”: Development and Coexistence with Digital Social Groups. International Journal of Advanced Computer Science and Applications, 12(12), 326–332. https://doi.org/10.14569/IJACSA.2021.0121243

Sorosrungruang, T., Ameen, N., & Hackley, C. (2024). How real is real enough? Unveiling the diverse power of generative AI-enabled virtual influencers and the dynamics of human responses. Psychology and Marketing, 41(12), 3124–3143. https://doi.org/10.1002/mar.22105

Suprawan, L., & Pojanavatee, S. (2022). What causes social media users to engage and mimic virtual influencers? The role of self-congruity. Innovative Marketing, 18(4), 148–160. https://doi.org/10.21511/im.18(4).2022.13

Tan, Y. H., & Greene, B. R. (2025). Can a 2D shark girl be an influencer? uncovering prevailing archetypes in the virtual entertainer industry. Journal of Business Research, 186. https://doi.org/10.1016/j.jbusres.2024.114951

Um, N. (2023). Predictors Affecting Effects of Virtual Influencer Advertising among College Students. Sustainability (Switzerland), 15(8). https://doi.org/10.3390/su15086388

Vila-López, N., Kuster-Boluda, I., Mora-Pérez, E., & Pascual-Riquelme, I. (2025a). A bibliometric analysis of virtual influencers in the Web of Science. Journal of Marketing Analytics, 13(1), 145–161. https://doi.org/10.1057/s41270-023-00262-2

Vila-López, N., Kuster-Boluda, I., Mora-Pérez, E., & Pascual-Riquelme, I. (2025b). A bibliometric analysis of virtual influencers in the Web of Science. Journal of Marketing Analytics, 13(1), 145–161. https://doi.org/10.1057/s41270-023-00262-2

Wan, C., Lee, D., & Ng, P. (2024). The role of anthropomorphism and racial homophily of virtual influencers in encouraging low- versus high-cost pro-environmental behaviors. Psychology and Marketing, 41(8), 1833–1853. https://doi.org/10.1002/mar.22013

Wang, Q., Long, S., Zeng, Y., Tang, L., & Wang, Y. (2023). The creative behavior of virtual idol fans: a psychological perspective based on MOA theory. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1290790

Wasti, C., Ellizabeth, G., Adhyatma, M. I., & Maulana, A. E. (2024). ANTHROPOMORPHISM AND AUTHENTICITY: EXPLORING THE DYNAMICS OF VIRTUAL INFLUENCERS IN CONTEMPORARY MARKETING. International Journal of Business and Society, 25(2), 789–809. https://doi.org/10.33736/ijbs.7631.2024

Willemsen, L. M., Withuis, I., Brom, M., & Boerman, S. C. (2025). How does persuasion knowledge differ between humanlike virtual influencers and human influencers? International Journal of Advertising, 44(1), 109–130. https://doi.org/10.1080/02650487.2024.2431440

Xie-Carson, L., Benckendorff, P., & Hughes, K. (2023). Not so different after all? A netnographic exploration of user engagement with non-human influencers on social media. Journal of Business Research, 167. https://doi.org/10.1016/j.jbusres.2023.114149

Xie-Carson, L., Benckendorff, P., & Hughes, K. (2024). Keep it #Unreal: Exploring Instagram Users’ Engagement With Virtual Influencers in Tourism Contexts. Journal of Hospitality and Tourism Research, 48(6), 1006–1019. https://doi.org/10.1177/10963480231180940

Xie-Carson, L., Magor, T., Benckendorff, P., & Hughes, K. (2023). All hype or the real deal? Investigating user engagement with virtual influencers in tourism. Tourism Management, 99. https://doi.org/10.1016/j.tourman.2023.104779

Yan, J., Xia, S., Jiang, A., & Lin, Z. (2024). The effect of different types of virtual influencers on consumers’ emotional attachment. Journal of Business Research, 177. https://doi.org/10.1016/j.jbusres.2024.114646

Yan, X., Huam, H. T., & Sade, A. B. (2024). Is AI Better than Humans? Unveiling the Boundary Conditions Under Which Virtual Influencers Outperform Human Influencers in Endorsing Sustainable Products. Sustainability (Switzerland), 16(22). https://doi.org/10.3390/su16229896

Yu, J., Dickinger, A., So, K. K. F., & Egger, R. (2024). Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103560

Yu, Y., Kwong, S. C., & Bannasilp, A. (2023). Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field. Heliyon, 9(11). https://doi.org/10.1016/j.heliyon.2023.e22164

Zelenskaya, M., & Rundle-Thiele, S. (2022). Wildlife Watcher Kylie: co-designing a virtual ambassador for the Koala Watch programme. Studies in Australasian Cinema, 16(2–3), 93–108. https://doi.org/10.1080/17503175.2022.2148413

Zeng, Y., Pu, G., Liu, J., & Feng, W. (2024). The Influence Mechanism of Narrative Strategies Used by Virtual Influencers on Consumer Product Preferences. Journal of Theoretical and Applied Electronic Commerce Research, 19(4), 2828–2850. https://doi.org/10.3390/jtaer19040137

Zourrig, H., Park, J., & Becheur, I. (2025). How Does Humanoid Virtual Influencers’ Appearance Convey Social Presence? The Underlying Process and Path to Purchase Intention. International Journal of Consumer Studies, 49(1). https://doi.org/10.1111/ijcs.70013