peer reviewed · Proceedings of the International Conference on Business Excellence (PICBE) (2026) · Jul 23, 2026
Trust in AI-Driven Avatar Marketing: A Bibliometric Analysis of Ethical Concerns and Research Trends
Andra Blaj, Nicoleta Andreea Neacsu, Adrian Grancea
In plain English
A bibliometric analysis of 2,888 Web of Science articles (2021-2025) finds avatar marketing research fragmented, with trust central and transparency, fairness and regulation at the margins. It argues trust should be treated as an ethical criterion, not just an efficiency outcome.
trust
virtual influencers
ethics
systematic review
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