Virtual Identities in Cosmetic Industry: Scientific Mapping of Consumer Trust and Influencer Authenticity
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Abstract
In the field of beauty and cosmetics, virtual influencers are introducing a paradigm shift and challenging the authenticity and consumer trust that is upheld by traditional influencers. But in the beauty and cosmetics industry, virtual influencers (VIs) are challenging the norm and the authenticity and consumer trust traditionally upheld by influencers. This study explores the evolution of research on virtual influencers through a bibliometric analysis of existing literature, mapping the field’s intellectual structure, tracing its thematic evolution, and introducing research directions. After screening using a protocol guided by the PRISMA guidelines and analysis with the bibliometrics R package and its BiblioShiny interface to highlight influential authors, high-impact publications, leading journals, and collaborative networks driving this area. The results show that these elements - authenticity, credibility, parasocial interaction and consumer trust - are prominent and recurring theoretical themes, and that there is a growing body of research about artificial intelligence, anthropomorphism, and brand endorsement, which are all key to the current trend of using digital personas in beauty and cosmetics marketing. The study also highlights the geographic and disciplinary focus of the research production and identifies some specific gaps in the design of study of the beauty and cosmetics context, particularly in terms of the longitudinal and cross-cultural research designs. This paper represents a strategic reference for the researchers and cosmetics entrepreneurs to comprehend the impact of digital personas on consumers' perceptions, and also suggests new research aspects to explore in the future in the area of AI.
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