Virtual influencers (VIs) are redefining influencer marketing by transforming brand-consumer interactions and competing with human influencers (HIs) in the social media landscape. Their growing prominence has garnered increasing attention from academics and practitioners, particularly due to their novelty and relevance in consumer behavior literature. However, research on this phenomenon remains underexplored and warrants further investigation. In this regard, this study conducts a systematic literature review to examine the VI phenomenon, identify key themes, and explore the main theoretical and philosophical foundations in the literature. By doing so, this study aims to advance the understanding of VIs a research stream, offering valuable insights for future studies in digital marketing.