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This study aims to expand understanding of the diversity of virtual influencer forms by investigating their nonhuman-like, animal and graphic or cartoon variations.

A three-year multisite longitudinal netnography studied 174 virtual influencers and spanned ten social media platforms. Typological categories were constructed from the data set, focusing on 14 influencers located across quadrants. In-depth findings were then developed for eight illustrative cases.

Findings deepen the knowledge of the virtual influencer sphere by highlighting diversity in human-like, nonhuman-like, imaginative and realistic forms. The authors postulate four types of virtual influencers: hyper-human, antihuman, pan-human and alter-human. These forms are linked to specific personalities and communication styles, addressing various consumer needs. Imaginatively represented virtual influencers may prompt audiences to reevaluate beliefs, values and behaviors. These findings challenge prior work’s focus on attractive, hyperreal and human-like virtual influencers, encouraging consideration of divergent types engaged in novel meaning-shaping activities and targeting different segments.

This research paves the way for consumer and marketing researchers and practitioners to broaden their representations of virtual influencers beyond the human-like, beyond the commercial and into new worlds of fantasy, imagination and posthuman possibility.

Different types of virtual influencers speak to diverse audiences and convey marketing messages in subtly different ways. Some forms of virtual influencers fit into roles like defiant voices, oppositional characters, activists, educators, entertainers and change leaders. As the universe of virtual influencers diversifies, this research opens new avenues of marketing for brands.

This study pioneers comprehensive qualitative research across the universe of virtual influencers and their communities, exploring links to popular culture. It offers connections between virtual influencer forms and communication strategies for marketers.

This study aims to explore whether the working parents' perception about the necessity of childcare centres for their work efficiency is associated with their anxieties and concerns related to their dual responsibilities, i.e. providing proper parental childcare and maintaining work efficiency.

A sample of 100 employed parents, from the Jashore region of Bangladesh, was surveyed, and descriptive and inferential statistics were used to analyze the data.

It was revealed that there is a strong association between the perceived negative impact on job performance, childcare, child development, work efficiency and perceived need for a childcare centre.

The limitation of this study is that it was confined to Jashore University of Science and Technology. The results may differ from those of the study conducted outside this study area and the methodology used here.

This study has significant practical implications for employers, childcare service providers and policy makers, especially in Bangladesh. The employers will be able to understand the demand for childcare services centres among the employed parents in respective organizations. It will draw attention of employers of knowledge intensive industries and grants commission to the issue of conflict of work and childcare-related responsibilities of employed parents. This will also make employers conscious about the dilemma that is undergone by employed parents motivating them to take actions for minimizing such conflicts to ensure better job performance of working parents.

Based on this study, childcare providers and other policy makers will be able to ascertain the potential size of the childcare market and determine the requirement for investment in childcare-related human resources development. As the work and childcare responsibilities compete for limited time of working parents, either childcare or job performance suffers. This causes concerns, anxieties or remorse, which again hampers the job performance further. Therefore, this study may motivate the university authority around the world, specifically those in Bangladesh, to provide childcare facilities for its faculties, students and other employees.

This study contributes to the literature on growing demand for centre-based childcare services in an emerging economy context. It provides evidence of high demand for on- and off-site childcare centres to enhance work efficiency of working parents.