From Siri to Bixby: navigating the landscape of virtual voice assistants and their role in learning – a hybrid review

Purpose This study aims to review the research landscape of virtual voice assistants (VVAs), with a particular focus on how these technologies contribute to the development of consumer capital. Design/methodology/approach This study involved a systematic evaluation of 130 documents published between 2004 and 2025. Through a combination of descriptive and content analyses, keyword co-occurrence analysis and thematic mapping, overarching themes and topics within the literature were identified. Additionally, cartographic tools were used to uncover trending, nascent and specialized research areas, offering insights into the structure and thematic focus of available studies. The SPAR 4 SLR and TCM frameworks were used to identify themes and related aspects. Findings The analysis highlights several critical aspects of VVAs, including brand credibility, user experience, information disclosure, user gratification and anthropomorphism. These factors have been found to play a significant role in shaping consumer capital by influencing how users interact with VVAs, build trust and form emotional connections. This study demonstrates that these interactions contribute to the accumulation of digital literacy, emotional engagement and informed decision-making, which are essential components of both consumer and human capital. Originality/value This study provides a novel perspective by linking VVA development to the concepts of consumer and human capital. After establishing connections between user interactions with VVAs and their broader impacts on consumer behavior and digital literacy, this study offers a unique foundation for future investigations in the rapidly evolving digital economy. These findings serve as a guide for scholars and practitioners to explore the ongoing impact of VVAs on consumer behavior and the digital landscape.