From Humanoid to Virtual Humans: A Systematic Literature Review of Avatar Marketing

Avatars, whether human-operated or AI-driven, are anthropomorphic digital characters that engage users through computer-mediated communication. Recent advancements in artificial intelligence have accelerated the adoption of avatars in marketing and led to a surge in related research. However, a gap remains in integrating interdisciplinary insights into a cohesive marketing framework using objective methods. This systematic review synthesizes 203 publications from the Web of Science (2009–2023) to bridge this gap. First, a bibliometric network visualization charts the evolution of avatar-related research. Second, a citation network analysis identifies seven distinct research domains. Third, a main-path analysis systematically maps the knowledge structure within each domain. Notably, “anthropomorphism” has emerged as a dominant theme, reflecting a shift toward avatars with increasingly human-like traits. The review concludes by outlining future research directions within the seven research domains, proposing a four-phase, seven-domain avatar marketing framework, and offering valuable insights for both scholars and practitioners.