ABSTRACT
Virtual influencers (VI), a novel nexus of technology and customer behavior, have significantly increased in relevance in the marketing environment. It is crucial to investigate how users perceive and engage with these digital entities as we navigate a world where the line between reality and virtuality is becoming more and more hazy. This research uses insights from social platform data in conjunction with a thorough examination of the existing literature to present a nuanced analysis of virtual influencers. It explores their evolution, promise, and related difficulties within the framework of computer science and information technology. The study aims to identify the interaction between several variables, including perceptions of consumer about the usefulness of virtual influencers, their usability, and their effects on commercial involvement in the metaverse. A data-driven approach is taken to fill the knowledge gap in how people accept and interact with virtual influencers, gathering survey data via a questionnaire and carrying out a rigorous analysis using a multiple linear regression model. This research highlights the importance of virtual influencers as technology integration in modern marketing strategies in addition to elucidating the concept of the metaverse perspective.
