Uncovering future directions in virtual reference service: a bibliometric and topic modeling analysis

Purpose This study aims to examine the evolution of virtual reference service (VRS) research in the 21st century, aiming to identify emerging trends, research hotspots, prolific scholars and knowledge structures. It seeks to provide insights into global research patterns and collaborations within the field. Design/methodology/approach A four-step approach was used to analyze VRS research. Data were collected from the Scopus database, and tools such as Biblioshiny, Word Cloud, LDAShiny, BERTopic (for topic modeling) and VOSviewer were applied. The study focused on social network analysis and conceptual structure evaluations of 1,633 documents, collected via a specific search string. The analysis covers the period from 2000 to 2023, highlighting trends and collaboration patterns in VRS research. Findings The bibliometric analysis of 1,632 publications by 3,108 scholars reveals significant growth in VRS research, with a notable surge during COVID-19 (2020–2022). Technological advancements and global research expansion have driven this rise. A small group of top-tier journals accounts for 33.3% of publications. Collaboration networks among authors and institutions remain limited, while keyword analysis identifies seven key research clusters that highlight various VRS aspects and trends. Practical implications The findings suggest that VRS research is experiencing a technological transformation, driven by innovations such as chatbots, AI assistance and augmented reality, which are expected to shape the future of the field. Originality/value This study uniquely integrates VRS practices with modern technological advancements, offering valuable insights for future research and potential breakthroughs in VRS.