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Understanding Consumer Trust in Virtual Influencers: A Systematic Literature Review

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Dissertation(1.09 MB)

Date

2025

Authors

Chen, Xiner

Supervisor

Zhang, Rongmei
De Villiers, Rouxelle

Item type

Dissertation

Degree name

Master of Business

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Publisher

Auckland University of Technology

Abstract

With the advancement of technology, social media platforms and artificial intelligence (AI) have significantly transformed how individuals engage socially, shifting from reliance on traditional experts to interactions with social media influencers. In recent years, various virtual influencers have emerged as substitutes for social media influencers (SMIs), engaging with audiences in the digital world. These virtual agents possess strong capabilities to mimic human appearance and behavior, offering new opportunities for marketers and brands to enhance consumer engagement and build brand loyalty. However, scholars and marketers have not sufficiently explored the underlying mechanisms of virtual influencers, which has led to their misuse in marketing strategies and, consequently, weakened consumer trust. Researchers have yet to develop a comprehensive framework that explains how virtual influencers foster consumer trust and ultimately influence consumer behavior, which remains a key research gap in the field. This research explores the factors that influence consumer trust in virtual influencers on social media in a marketing context, and how this trust leads to changes in consumer behavior. This study employs systematic literature review methodology to examine 97 carefully selected journal articles within the field of marketing. By synthesizing findings from relevant, peer-reviewed journal articles, this study develops a comprehensive understanding of how virtual influencers build consumer trust and influence behavioral change. The analysis identifies several key themes related to virtual influencers and consumer trust: types of virtual influencers, types of trust, factors that contribute to building trust between virtual influencers and consumers, and behavioral changes resulting from that trust. Following the themes of virtual influencers and consumer trust identified from the data analysis, this study proposes a dual-pathways theoretical model integrating VI–trust themes with Influencers’ trust-building strategy (e.g., content strategy, attractiveness, identity cohesion, engagement strategy) and consumer behaviour change (e.g., purchase intention, engagement, and word-of-mouth). The framework provides a foundation for understanding how different trust-building factors interact with current VI characteristics, and how trust in VIs ultimately drives changes in consumer behaviour. This research makes a theoretical contribution by offering a comprehensive view of the relationships between virtual influencers, consumer trust, and relevant behaviour. It establishes clear definitions of VI categories and trust types, while integrating insights from diverse academic domains. The practical implications include equipping marketers with a multidimensional understanding of how to effectively adopt AI-driven influencers in marketing campaigns and influence consumers’ purchasing intentions. Future research directions include empirically validating the proposed framework, investigating the dynamics of human-virtual influencer interactions, and refining the conceptual model linking virtual influencer types, trust dimensions, and consumer behaviour change. Limitations of this study include the potential exclusion of relevant literature and the need for further empirical research focusing on how virtual influencers build trust and influence consumer behaviour.

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http://hdl.handle.net/10292/20111

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Masters Dissertations