Mapping the evolution of virtual characters in digital culture: a bibliometric analysis of research trends (2019–2024)

This study presents a bibliometric analysis of 507 peer-reviewed articles on virtual characters, which include virtual influencers, VTubers, avatars, and streamers—published between 2019 and 2024 in the Web of Science and Scopus databases. Using CiteSpace, three developmental phases are identified: a technological emergence stage (2019–2020), characterized by early discussions of AI and virtual embodiment; a social media integration phase (2021–2022), marked by the rise of influencer marketing and parasocial interaction; and a commercial and behavioral expansion period (2023–2024), focused on consumer trust, authenticity, and engagement. Research hotspots converge on AI-generated content, anthropomorphism, authenticity, and the uncanny valley. A clear China–U.S. research dichotomy is also observed: Chinese studies are predominantly application-oriented, emphasizing marketing and commerce, whereas U.S. research is more theory-driven, centering on psychological models of digital identity. Collectively, this study not only maps the evolution of virtual characters but also proposes a conceptual framework that connects credibility, visual style, and consumer-brand interaction, offering a practical guide for future research and business strategies.