The Khaby Lame deal signals the next phase of virtual influencer marketing where influence becomes scalable, automated, and institutionalized. Our research shows that virtual influencer marketing drives purchase intention not by exposure alone, but through product involvement and brand familiarity, explaining why AI-enabled influencers are now treated as strategic assets rather than endorsements.

A bibliometric analysis of virtual influencer research. Highlights the major keyword clusters, thematic relationships, and emerging areas shaping the field of marketing, consumer behavior, and digital engagement. The visualization shows that virtual influencer research is strongly centered on social media, influencer marketing, purchase intention, consumer behavior, and parasocial interaction, showing that the field is becoming more interdisciplinary and closely linked to both technological and consumer-focused perspectives.