This paper presents a 2×2 taxonomy of virtual influencers based on their level of anthropomorphism and placement on the reality-virtuality continuum, thereby enabling a better understanding of how brands leverage these influencers for various marketing goals.
Four categories of virtual influencers are outlined:
1. **Hyper-realistic non-human influencers**: These are typically CGI-generated 3D forms of animals or creatures that can seem part of the physical world. They have lower levels of anthropomorphism but can have human attributes. The content they share reflects their appearances and can blur the boundaries between reality and virtuality.
1. **Hyper-realistic human influencers**: Also created using CGI, these influencers closely resemble humans and share content about their personal and social lives, often featuring them performing human tasks in the physical world. The boundaries between the real and virtual world become blurred with this category.
1. **Unrealistic non-human influencers**: These influencers are more like 3D or 2D cartoons and do not resemble the physical world or humans. They exist primarily in their own virtual worlds and often share content focusing on specific topics or themes.
1. **Unrealistic human influencers**: They resemble humans but are more like 3D or 2D cartoons. They create clear boundaries between the virtual and physical worlds and often create content demonstrating skills and knowledge in a specific area.
=> https://www.emerald.com/insight/content/doi/10.1108/EJM-12-2022-0915/full/html