This systematic literature review (SLR) delves into the realm of Artificial Intelligence (AI)-powered virtual influencers (VIs) in social media, examining trust factors, engagement strategies, VI efficacy compared to human influencers, ethical considerations, and future trends. Analyzing 60 academic articles from 2012 to 2024, drawn from reputable databases, the study applies specific inclusion and exclusion criteria. Both automated and manual searches ensure a comprehensive review. Findings reveal a surge in VI research post-2012, primarily in journals, with quantitative methods prevailing. Geographically, research focuses on Europe, Asia Pacific, and North America, indicating gaps in representation from other regions. Key themes highlight trust and engagement’s critical role in VI marketing, navigating the balance between consistency and authenticity. Challenges persist regarding artificiality and accountability, managed through brand alignment and transparent communication. VIs offers advantages, including control and cost efficiencies, yet grapple with authenticity issues, addressed through human-like features. Ethically, VI emergence demands stringent guidelines and industry cooperation to safeguard consumer well-being. Looking ahead, VIs promises transformative storytelling, necessitating vigilance in ethical considerations. This study advocates for continued scholarly inquiry and industry reflection to navigate VI marketing evolution responsibly, shaping the future influencer marketing landscape.

Promoting travelling intention within social media is significant for stakeholders to grasp a new tourism market and cultivate a new model for development of tourism industry. This study aims to understand path of destination image affecting travelling intention, and to investigate the mediation role of perceived value, furthermore, to uncover the role of moderator of situational involvement. This paper conducts a survey on tourists visiting Guilin, collecting 435 questionnaires, and uses the structural equation modeling method to explore how the image of the tourism destination affects tourists’ willingness to travel. The research results indicate that cognitive image, emotional image, and projected image all have a significant positive impact on perceived value, perceived value as a significant mediator to bridge the relationship among the destination image and tourists’ travel intention. Furthermore, situational involvement plays a negative moderating role in the mediating effect of emotional value. This study endeavor will serve to enrich the understanding of perceived value theory, destination image theory, and tourism consumer behavior theory. It will also provide theoretical foundations and policy recommendations for guiding tourism consumer behavior, analyzing destination image perception, and destination marketing.

The increasing use of social media has played a prominent role in shaping opinions and forming attitudes, especially among university students. They use them increasingly to transfer information, exchange data, and disseminate topics among students and all members of society. Therefore, this study aims to examine these networks and their role in public life, especially in shaping public opinion among university students. The study adopted a descriptive survey approach to achieve its objectives. The study was conducted on a sample of undergraduate students from four Jordanian universities, totaling 832 participants selected through purposive sampling and using the equal distribution method according to variables (gender, university, specialization). The study relied on a questionnaire as a method of data collection and filling out the data from the respondents in the questionnaire. The study found that social media plays a significant role in shaping opinions, beliefs, and ideas, and that its role is unparalleled. Also, the study showed that social media had a significant impact on shaping public opinion in Jordan among university students who use social media extensively and exchange opinions, ideas, and information, contributing to shaping a series of opinions among young people and contributing to their adoption of new ideas or changing their old ones through the dialogue facilitated by these networks, as users exchange and adopt ideas, contributing to shaping a public opinion on an issue. These findings underscore the importance of understanding and leveraging social media and online platforms to effectively communicate with and engage students.

This study examines the intricate interplay between the digital environment and the evolving communication dynamics of Generation Z, specifically focusing on the impact of social media on familial bonds. The research objective is to explore the ways in which Generation Z’s social media consumption patterns shape their relationships and lives, providing insights into the intricate interplay between technology and human connections. Adopting Hirschi and Wellman’s theoretical framework, this investigation employs a survey method, utilizing a questionnaire to gather data from 384 Iranian Generation Z social media users. The findings reveal a significant and negative correlation between family bonds and social media usage, dependency on the platform, and support received from it. Excessive use diminishes interaction and intimacy, highlighting social media’s potential consequences for family relationships, which are crucial for individual and societal well-being. The study underscores the significance of balanced social media usage and encourages initiatives promoting face-to-face interactions, empathy, and responsible digital citizenship. The findings hold significant implications for academics and policymakers in developing strategies that promote responsible digital habits, foster healthy relationships, and contribute to digital citizenship advancement. This may involve regulatory initiatives, guidelines for social media platforms, and public awareness campaigns emphasizing the importance of balanced digital habits.

With the continuous development of network has also greatly developed, exploring the role of social network relationships and attachment emotions on consumer intention helps community managers to promote community purchases for more consumer. As another core component of social e-commerce, social media influencer also has a significant influence on consumer intention. This study systematically analyzed the effects of social network relationships and social media influencer characteristics on consumer purchase intentions. Introduced consumer attachment and perceived value as mediating variables to construct the research framework of this study. This article adopts quantitative analysis methods to test the research hypotheses proposed. This article collected 600 first-hand data in the form of a survey questionnaire and analyzed the data using AMOS and SPSS statistical software. The empirical analysis in this article confirms that social network relationships has a significant impact on consumer purchase intentions; social media influencer characteristics has a significant impact on consumer purchase intentions; consumer attachment has a significant impact on perceived value;  consumer attachment plays a mediating role in the effect of social network relationships on consumers purchase intentions; perceived value plays no mediating role in the effect of social media influencer characteristics on consumer purchase intentions; perceived value plays a mediating role in the effect of consumer attachment on consumer purchase intentions; consumer attachment and perceived value have a chain mediating role between social network relationships and consumer purchase intentions.

The study aims to investigate and analyse the social media, precisely the Instagram activity of several hotels in the city of Yogyakarta, Indonesia. Having been the second most popular destination besides Bali, it is mainly dominated by domestic tourism. Although several governmental institutions exist, the study focuses on the hotel’s activity only. The main purpose was to find, that after the classification of the posts, whether there is a more positive effect of one as opposed to the other type of posts. In addition, it was also important to see if with the time advancing positive effect of likes and comments appear and the relation of hashtags, likes and comments. Data was collected between 1st of January 2023. and 15th of July 2024. The first step was to collect posts done by the suppliers and then the posts were classified. Also, the number of hashtags used were collected. Second step was to collect the response from the demand side by gathering their likes and comments. Data then was analysed with SPSS 24 and JASP program. Results show that while there is no significance on increasing likes and comments with the months advancing, but in terms of the type of the posts there is. Promotional posts with other suppliers tend to bring a lot more comments and likes than self-promotional posts. This study’s main purpose to analyse through social media posts to enhance online networking by local suppliers promoting each other’s products.