The Effect of Virtual and Human Influencers on Consumer Purchase Intention for High-Involvement Goods: A Systematic Review

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Published: Feb 1, 2025
DOI: https://doi.org/10.29070/8kj91483
Keywords:
Systematic Literature Review (SLR), Virtual Influencers, Human Influencers, High-Involvement Goods, Consumer Behavior, Purchase Intention

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Authors

Sofia Garg

M.Com, Department of Commerce, Kurukshetra University, Kurukshetra, Haryana

Abstract

The rise of influencer marketing has significantly shaped consumer purchasing behavior, particularly in the digital era. While human influencers have traditionally played a key role in influencing consumer decisions, the emergence of virtual influencers AI-driven digital personas has introduced new dynamics to the field. This study presents a Systematic Literature Review (SLR) to examine the impact of both virtual and human influencers on consumer purchase intentions for high-involvement goods within the Indian market. By analyzing existing research from reputable academic databases, this review identifies key trends, patterns, and consumer perceptions associated with influencer-driven marketing. The findings suggest that human influencers are more effective in building trust and authenticity, whereas virtual influencers leverage technological consistency and innovation to engage consumers. Furthermore, sector-specific variations highlight those industries such as luxury, automotive, and consumer electronics demonstrate differing degrees of influencer effectiveness. This review offers managerial insights for marketers, emphasizing the strategic integration of both influencer types for optimal consumer engagement. It also outlines gaps in existing research, paving the way for future studies on evolving consumer preferences and digital influence strategies in India.

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Issue

Vol. 20 No. 1 (2025): International Journal of Information Technology and Management (IJITM)

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