Regional Formation and Development Studies

The burgeoning phenomenon of virtual influencers presents conflicting approaches to the taxonomy of virtual influencers, and lacks a unified conceptual framework. This paper presents a systematic review of the literature on the meaning of virtual influencers. It begins by examining and comparing multifaceted definitions, and presents five main characteristics of virtual influencers, based on various definitions by previous authors. The study proposes a comprehensive typology of virtual influencers, based on four key dimensions: design, ownership, sponsorship disclosure, and follower size. Through systematic analysis, comparison and the synthesis of existing literature, the paper clarifies the current state of knowledge, and identifies critical future research directions within each typological dimension.

Changes caused by globalization changed consumer behaviour. It is passed from the era of items to the era of services causingemotions. On the other hand, it’s still a speculation, whether globalization affects the behaviour of Lithuanian people in choosingtourism. The research found that the Lithuanian residents still live in the era of items. For them is most important material safetyand image through items. To meet these needs Lithuanian residents prefer traveling abroad. Outbound tourism is attractive for thepopulation of Lithuania, but they frequently travel in Lithuanian territory. Lithuanian tourists are planning travel usually by themselves;this process is combined with rational. Economic, demographic and cultural factors have the greatest influence on the choiceof Lithuanians to make trips. Social, psychological and situational factors in the marketing mix have less impact.