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

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Title: Avatar–Human Interaction: Bibliometric Review and Future Research Avenues Through the Theory–Context–Methods Lens.
Authors: Kumar, Prashant (AUTHOR), Jhawar, Anand (AUTHOR)
Source: International Journal of Human-Computer Interaction. Aug2025, Vol. 41 Issue 15, p9618-9632. 15p.
Subjects: Avatars (Virtual reality), Consumer psychology, Marketing, Scholarly method, Bibliometrics, Social interaction, Digital communications
Abstract: 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. [ABSTRACT FROM AUTHOR]
Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Psychology and Behavioral Sciences Collection
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  Data: Avatar–Human Interaction: Bibliometric Review and Future Research Avenues Through the Theory–Context–Methods Lens.
– Name: Author
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  Data: <searchLink fieldCode="AR" term="%22Kumar%2C+Prashant%22">Kumar, Prashant</searchLink> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Jhawar%2C+Anand%22">Jhawar, Anand</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22International+Journal+of+Human-Computer+Interaction%22">International Journal of Human-Computer Interaction</searchLink>. Aug2025, Vol. 41 Issue 15, p9618-9632. 15p.
– Name: Subject
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  Data: <searchLink fieldCode="DE" term="%22Avatars+%28Virtual+reality%29%22">Avatars (Virtual reality)</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+psychology%22">Consumer psychology</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Scholarly+method%22">Scholarly method</searchLink><br /><searchLink fieldCode="DE" term="%22Bibliometrics%22">Bibliometrics</searchLink><br /><searchLink fieldCode="DE" term="%22Social+interaction%22">Social interaction</searchLink><br /><searchLink fieldCode="DE" term="%22Digital+communications%22">Digital communications</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: 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. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of International Journal of Human-Computer Interaction is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1080/10447318.2024.2426913
    Languages:
      – Code: eng
        Text: English
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      Pagination:
        PageCount: 15
        StartPage: 9618
    Subjects:
      – SubjectFull: Avatars (Virtual reality)
        Type: general
      – SubjectFull: Consumer psychology
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Scholarly method
        Type: general
      – SubjectFull: Bibliometrics
        Type: general
      – SubjectFull: Social interaction
        Type: general
      – SubjectFull: Digital communications
        Type: general
    Titles:
      – TitleFull: Avatar–Human Interaction: Bibliometric Review and Future Research Avenues Through the Theory–Context–Methods Lens.
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            NameFull: Kumar, Prashant
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            NameFull: Jhawar, Anand
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            – D: 01
              M: 08
              Text: Aug2025
              Type: published
              Y: 2025
          Identifiers:
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              Value: 41
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            – TitleFull: International Journal of Human-Computer Interaction
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