Avatar–Human Interaction: Bibliometric Review and Future Research Avenues Through the Theory–Context–Methods Lens

Avatars—human-like agents used in service settings and online commerce—are increasingly employed to interact with, guide, and persuade users, including chatbots, virtual assistants, and humanoids. Given the rise of avatar marketing, it is essential to understand current research trends and future opportunities in avatar–human interaction. This study reviews 213 articles published between 2002 and 2023 across 73 journals in fields such as marketing, consumer psychology, and information systems, using bibliometric techniques and a theory–context–methods framework to explore future research avenues. Findings reveal the intellectual foundations of the field, including concepts like the Uncanny Valley, avatar anthropomorphism, and the Computers Are Social Actors paradigm. Key sub-themes include avatar personalization, computer-mediated communication, and social presence. This review advances avatar–human interaction literature by outlining new research directions, emphasizing the need for continued exploration of avatars' roles in digital communication and consumer engagement.