Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends

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This article provides an in-depth analysis and mapping of major studies in the literature linked to anthropomorphism over the last 14 years by providing a topical classification consistent with present and future anthropomorphism research. The critical function of anthropomorphism in marketing communication tactics necessitates a thorough evaluation that is currently lacking, supplementing past studies to support academics’ and practitioners' interests in performing a thorough analysis of anthropomorphism in future marketing communication trends. This article summarizes studies on anthropomorphism in business, management, and accounting published in Scopus-indexed journals between 2010 and 2024 using Bibliometric-R and VOS viewer in compliance with the PRISMA protocol. The findings highlight significant trends in the articles, including the evolution of the literature (theories and methodologies employed), publications, authors, countries, journal performance, and trends in supporting research themes in the past, present, and future. Research on anthropomorphism has grown rapidly, particularly from 2022 to 2024. This paper provides a complete summary of the fragmented literature to guide future research." } { "@context": "http://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": "1", "item": { "@id": "https://f1000research.com/", "name": "Home" } }, { "@type": "ListItem", "position": "2", "item": { "@id": "https://f1000research.com/browse/articles", "name": "Browse" } }, { "@type": "ListItem", "position": "3", "item": { "@id": "https://f1000research.com/articles/14-281/v2", "name": "Anthropomorphism Unveiled: A Decade of Systematic Insights in Business..." } } ] } Home Browse Anthropomorphism Unveiled: A Decade of Systematic Insights in Business... ALL Metrics - Views Downloads Get PDF Get XML Cite How to cite this article Pramesti DA, Haryanto B, Wahyudi L and Sugiarto C. Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.12688/f1000research.162157.2 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. Close Copy Citation Details Export Export Citation Sciwheel EndNote Ref. Manager Bibtex ProCite Sente EXPORT Select a format first Track Share ▬ ✚ Systematic Review Revised Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] Diesyana Ajeng Pramesti https://orcid.org/0000-0002-6111-9254 1,2 , Budhi Haryanto 2 , Lilik Wahyudi https://orcid.org/0000-0002-7365-1432 2 , Catur Sugiarto https://orcid.org/0000-0003-1804-707X 2 Diesyana Ajeng Pramesti https://orcid.org/0000-0002-6111-9254 1,2 , Budhi Haryanto 2 , Lilik Wahyudi https://orcid.org/0000-0002-7365-1432 2 , Catur Sugiarto https://orcid.org/0000-0003-1804-707X 2 PUBLISHED 04 Sep 2025 Author details Author details 1 Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Magelang, Magelang, Central Java, Indonesia 2 Department of Management, Faculty Economic and Business, Universitas Sebelas Maret, Surakarta, Central Java, Indonesia Diesyana Ajeng Pramesti Roles: Data Curation, Formal Analysis, Project Administration, Writing – Original Draft Preparation Budhi Haryanto Roles: Supervision, Validation Lilik Wahyudi Roles: Supervision, Validation, Visualization Catur Sugiarto Roles: Conceptualization, Supervision, Validation, Visualization, Writing – Review & Editing OPEN PEER REVIEW DETAILS REVIEWER STATUS Abstract Anthropomorphism studies have been conducted over the past decade; however, there is a void in the literature that provides an overview of anthropomorphism studies in business, management, and accounting. This article provides an in-depth analysis and mapping of major studies in the literature linked to anthropomorphism over the last 14 years by providing a topical classification consistent with present and future anthropomorphism research. The critical function of anthropomorphism in marketing communication tactics necessitates a thorough evaluation that is currently lacking, supplementing past studies to support academics’ and practitioners' interests in performing a thorough analysis of anthropomorphism in future marketing communication trends. This article summarizes studies on anthropomorphism in business, management, and accounting published in Scopus-indexed journals between 2010 and 2024 using Bibliometric-R and VOS viewer in compliance with the PRISMA protocol. The findings highlight significant trends in the articles, including the evolution of the literature (theories and methodologies employed), publications, authors, countries, journal performance, and trends in supporting research themes in the past, present, and future. Research on anthropomorphism has grown rapidly, particularly from 2022 to 2024. This paper provides a complete summary of the fragmented literature to guide future research. READ ALL READ LESS Keywords Anthropomorphism, Systematic Literature Review, Bibliometric Analysis Corresponding Author(s) Diesyana Ajeng Pramesti ( [email protected] ) Close Corresponding author: Diesyana Ajeng Pramesti Competing interests: No competing interests were disclosed. Grant information: The author(s) declared that no grants were involved in supporting this work. Copyright: © 2025 Pramesti DA et al . This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. How to cite: Pramesti DA, Haryanto B, Wahyudi L and Sugiarto C. Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.12688/f1000research.162157.2 ) First published: 10 Mar 2025, 14 :281 ( https://doi.org/10.12688/f1000research.162157.1 ) Latest published: 04 Sep 2025, 14 :281 ( https://doi.org/10.12688/f1000research.162157.2 ) Revised Amendments from Version 1 We revise the manuscripts based on the reviewer's comment and suggestions. The revised manuscript demonstrates substantial improvements. The revision strengthens clarity, coherence, and narrative focus. Theoretical contributions are enhanced by integrating key paradigms such as psychological and socio cultural perspectives. Methodological rigor has been significantly improved by detailing the PRISMA protocol, inter-coder reliability, keyword refinement, and data-cleaning procedures, thereby increasing transparency and robustness. The analysis of the six thematic clusters, which was previously descriptive, now incorporates critical comparisons, including cross-cultural perspectives (Western vs. Eastern) and identification of research gaps from 2020–2025. Finally, the conclusion has been refined to avoid overgeneralized claims. We revise the manuscripts based on the reviewer's comment and suggestions. The revised manuscript demonstrates substantial improvements. The revision strengthens clarity, coherence, and narrative focus. Theoretical contributions are enhanced by integrating key paradigms such as psychological and socio cultural perspectives. Methodological rigor has been significantly improved by detailing the PRISMA protocol, inter-coder reliability, keyword refinement, and data-cleaning procedures, thereby increasing transparency and robustness. The analysis of the six thematic clusters, which was previously descriptive, now incorporates critical comparisons, including cross-cultural perspectives (Western vs. Eastern) and identification of research gaps from 2020–2025. Finally, the conclusion has been refined to avoid overgeneralized claims. See the authors' detailed response to the review by Api Adyantari See the authors' detailed response to the review by Raghava R. Gundala READ REVIEWER RESPONSES 1. Introduction Anthropomorphism is a form of communication in which humans are represented by non-human entities and has become a significant phenomenon in the modern business world. In this era of rapidly evolving technology, anthropomorphism has emerged as a viable solution for improving communication between humans and non-human entities. Anthropomorphism can lead to more meaningful personal interactions ( Wan & Chen, 2021 ). It is a topic that can influence consumer perception, behaviour, and psychology. Merchants use this condition to increase customer purchases ( Guido & Peluso, 2015 ; J. Kim et al., 2018 ; Zhang et al., 2022 ). For example, the recent increase in the use of chatbots has resulted in a pleasant and welcoming tone and a speaking manner similar to that of humans. This fosters trust and emotional ties between the brand and its customers ( Aggarwal & McGill, 2012 ; Puzakova et al., 2013 ). In the business world, anthropomorphism changes the focus from a functional viewpoint of brands or products to an emotional one from the customer’s perspective ( Puzakova & Aggarwal, 2018 ). Consumers who were initially interested in buying a product brand because of the functions attached to that brand, but with anthropomorphism, this can transform into an emotional closeness that influences them. Does the brand align with its own characteristics? Marketers use this gap to reach their desired target markets. In the field of management, anthropomorphism strategies have long-term implications, namely, strengthening relationships with stakeholders ( Lee & Oh, 2021 ) and increasing productivity ( Aggarwal & McGill, 2012 ). Companies can display an empathetic image through anthropomorphism that reflects values aligned with stakeholders to strengthen relationships ( Choi et al., 2021 ). Businesses can maintain stakeholder support even when the business environment undergoes dynamic changes ( Puzakova et al., 2013 ). Similarly, in accounting, anthropomorphism is used to present complex financial data to increase engagement ( Vorontsova, 2024 ). Through anthropomorphism, consumer understanding becomes easier, consumer trust in product brands increases, and it supports relevant transparency and accountability ( Wan & Chen, 2021 ). As evidenced by numerous university research groups that have started studying anthropomorphism, it has been combined with robotic AI technology in the past four years ( Troshani et al., 2021 ). This can significantly strengthen empathy, influence perceptions, and influence consumer preferences ( Choi et al., 2021 ). With continuous technological development, the application of anthropomorphism has become increasingly challenging. However, this limitation cannot be ignored. If this strategy is used correctly, marketers can easily attract consumers, build consumer trust in the brand, and create consumer loyalty. However, if this anthropomorphism is used excessively or improperly, while offering notable benefits, anthropomorphism also presents potential drawbacks, such as manipulative perceptions, reduced trust including phenomena further discussed on Anthropomorphism in branding section. Therefore, a careful, ethical, effective, and relevant approach is required for target markets. Marketers must understand consumer psychology and emotions. This study provides a systematic review of the development of anthropomorphism over the past decade, particularly in the fields of business, management, and accounting ( Pranckutė, 2021 ). Through bibliometric analysis, this study aims to comprehensively explore and deeply assess the development of anthropomorphism in the past and present, related to the identification of themes, patterns of collaboration among authors, and the impact of published articles, particularly in the fields of business, management, and accounting. This literature review offers a broader and more integrated scope by covering anthropomorphism across multiple applied domains such as branding, retail, service industries, tourism, AI, chatbots, and service robots, while many earlier studies focus on narrower contexts like brand anthropomorphism ( Sharma & Rahman, 2022 ), hospitality and tourism ( Ding et al., 2022 ), food marketing ( Mishra & Mehta, 2023 ), and service robots ( Zhang et al., 2024 ). To get more comprehensive result, this article employs two bibliometric tools using Bibliometrix-R and VOSviewer to conduct co-word, co-citation, and thematic evolution analyses, complemented by descriptive statistics of citations, keywords, journals, and countries. It is difference with the most prior reviews rely only a single bibliometric tool like PRISMA-based SLRs, or qualitative thematic synthesis without large-scale bibliometric mapping ( Sharma & Rahman, 2022 ; Ding et al., 2022 ; Zhang et al., 2024 ; Kaifeng & Pengbo, 2024 ; Mishra & Mehta, 2023 ). Additionally, this study aims to identify existing research gaps and provide recommendations for future studies. This study provides new insights into how anthropomorphism has become a transformative strategy in the face of modern business challenges. This study also explicitly linked to key theoretical frameworks such as mind perception theory, trust theory, and symbolic interactionism, whereas previous works tend to group findings into broad conceptual categories without bibliometric-derived or theory-integrated clustering ( Brown et al., 2019 ; Guido & Peluso, 2015 ; Payne et al., 2013 ; Tillery & McGill, 2015 ). To achieve that goal, this study has several research questions as follows: 1. What is the trend of research and publication on the topic of anthropomorphism? 2. How has the academic literature on anthropomorphism developed from 2010 to 2024, specifically regarding themes, theoretical foundations, and methodologies used? 3. How many papers have been published in different journals by authors, institutions, and their affiliated countries? 4. How will the direction of anthropomorphism research be in the future look? These four research questions provide an overview of the evolution of anthropomorphism research in response to the emergence of newly connected authors, presenting new topics that become challenges and research opportunities with implications for business dynamics and corporate managerial decision-making. Bibliometric studies provide an overview and framework for anthropomorphism studies from their inception in 2010 to 2024 in the domains of business, management, and accounting. This period was chosen because anthropomorphism began to grow in 2010 and has been steadily increasing in publications until 2024. The objective of this study is to provide insight and valuable information on the issues and themes that receive the greatest attention and create niches in academia, which can then be exploited in future research. Furthermore, this literature evaluation can help marketers, marketing practitioners, business operators, and stakeholders optimize their strategies and make better managerial decisions. 2. Literature review Anthropomorphism is a marketing communication strategy that uses non-human entities that possess characteristics, traits, and behaviours similar to those of humans ( Epley et al., 2007 ). The association between humans and nonhuman objects has both functional and emotional relevance. Anthropomorphism creates relationships and emotional connections between consumers and businesses. The perspective of anthropomorphism depends on an individual’s view of the environment and surroundings ( Fawcett, 1989 ). The perspective of anthropomorphism is influenced by an individual’s cultural background ( Spatola et al., 2022 ); thus, the way anthropomorphism is communicated is adjusted according to how consumers respond to it ( Baskentli et al., 2023 ). Brand anthropomorphism enhances consumer perception; therefore, marketers must position brands correctly because different brands have different perception capacities ( Lee & Oh, 2021 ). Using communication strategies such as AI-based anthropomorphism, a brand can be anthropomorphized without changing the form of the product ( F. R. Chen et al., 2021 ). The implementation of the Technology Acceptance Model (TAM) and Unified Theory of Adoption and Use of Technology (UTAUT) for anthropomorphism is reflected in the use of chatbots with names, voices, language styles, or expressions that resemble humans, making them feel more intimate and closer to users ( Venkatesh et al., 2003 ). Naturally built emotional closeness fosters a level of trust and high commitment, similar to interacting with fellow humans ( Brown et al., 2019 ). Repeated interactions imply patterns of positive consistency and brand preference ( Seric et al., 2019 ). Anthropomorphism enriches consumer experience and plays a significant role in enhancing overall business performance. However, marketers must be smart in designing anthropomorphism in AI as naturally as possible because excessive and inauthentic anthropomorphism can trigger discomfort and distrust among consumers. Anthropomorphism can lead to a shift in the consumer mindset to focusing more on abstract or emotional rather than functional attributes ( Wan & Chen, 2021 ). Anthropomorphism is an effective strategy for building relationships with consumers and heavily supports the development of modern businesses that use technology. 3. Methods Bibliometric studies have become important instruments for researchers who wish to examine and gain deeper insight into a particular field. Analysis of academic publications reveals research patterns, highlights leading researchers, and identifies areas that require further exploration. This process is crucial for understanding the current state of the research and guiding future research ( Zolfagharian et al., 2019 ). This study not only counts the number of articles, authors, and citations but also focuses on emerging fields and collaborative patterns among authors and institutions. Bibliometric studies allow researchers to handle large amounts of data while minimizing potential bias ( Donthu et al., 2021 ). This research adopted the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, which includes identification, screening, eligibility, and inclusion ( Hansen et al., 2022 ; Kuckertz & Block, 2021 ; Lim et al., 2022 ). The first stage is identification stage, a comprehensive search strategy is implemented across multiple scholarly databases, grey literature sources, and other relevant repositories using predefined keywords to capture all potentially relevant records. Then screening stage, involves the removal of duplicate entries, followed by a preliminary assessment of titles and abstracts to exclude studies that do not meet the broad inclusion criteria. Subsequently, in the eligibility stage, full-text articles of the remaining studies are critically examined against predefined inclusion and exclusion criteria, with reasons for exclusion explicitly documented. The final stage, inclusion, the set of studies that satisfy all eligibility requirements and form the evidence base for data extraction, synthesis, and analysis. This entire process is typically summarized using a PRISMA flow diagram, which presents the number of records at each stage and the rationale for exclusions, thereby enhancing the clarity and traceability of the review methodology ( Figure 1 ). After the final stage, the author still carried out final checking regarding manual data cleaning which includes duplication, keyword harmonization, and metadata correction. PRISMA is conducted to ensure that the approach is systematic and unbiased by identifying and including high-quality studies, making it reliable for conclusions. Through this study, deeper insight into specific fields was obtained. Figure 1. Snapshot of the Research Methodology. 3.1 Bibliometric techniques used This series of bibliometric methods is used to understand the development of research related to anthropomorphism in the fields of business, management, and accounting. Figure 1 illustrates a flowchart of the bibliometric process, starting with identification, screening, eligibility, inclusion, and knowledge synthesis analysis. The first step was to identify databases that applied the criteria for identifying Scopus-indexed journal articles. Scopus was chosen because it is an abstract indexing database with full-text links and excellent navigation skills ( Burnham, 2006 ). Additionally, in the field of social humanities, it possesses unique attributes and represents literature better than the Web of Science ( Venkatesh et al., 2003 ). Based on the definition of anthropomorphism provided by previous literature ( Payne et al., 2013 ; Sharma & Rahman, 2022 ), words related to anthropomorphism, such as “anthropomophism” OR “anthropomorphisms” AND “brand anthropomorphism” AND “perceived anthropomorphism” AND “product anthropomorphism” AND “human like” AND “Marketing” AND “dehumanization” AND “consumer behavior” AND “communication” AND “persuasion”, were used as keywords. The authors then filtered the data and reviewed each relevant article according to the topic of anthropomorphism with several limitations using the formula YEAR-ABS-KEY (“2010-2024”)) AND (LIMIT-TO (SUBJAREA, “BUSI”)) AND ( LIMIT-TO (DOCTYPE, “ar”)) AND (LIMIT-TO (PUBSTAGE, “final”)) AND (LIMIT-TO (SRCTYPE, “j”)) AND (LIMIT-TO (LANGUAGE, “English”)). The results obtained were 326 articles that could be analysed from the period of 2010-2024. Although anthropomorphism research emerged before 2010 ( Epley et al., 2007 ; Guthrie, 1995 ; Vidal et al., 1995 ), it only began to develop starting in 2010 ( Sharma & Rahman, 2022 ). Data screening was conducted according to the research objective criteria. Screening was conducted by identifying titles and abstracts. This was done to ensure that the selected articles were appropriate and relevant to each topic. The third step ensured feasibility by thoroughly evaluating articles according to the exclusion criteria. The fourth and final step was inclusion. Inclusion was performed to ensure that all articles met the criteria for the systematic review. After being deemed suitable, they were extracted for analysis. The analysis was conducted using several tools such as Bibliometric-R (a programming language for statistical computing and graphics) and VOSviewer (a software tool for constructing and visualizing bibliometric networks). Both tools have been frequently used because they allow for relatively easy data analysis and are widely applied in various fields of business research, such as management ( Ellegaard & Wallin, 2015 ; Zupic & Čater, 2015 ), accounting ( Setiawan et al., 2023 ), and marketing ( Donthu et al., 2021 ). 3.2 Screening and determination of results Database and register identification were carried out by identifying relevant articles in the Scopus database using the keywords “anthropomorphism” or “anthropomorphisms” Then, we used several exclusion criteria (year, subject area, document type, language, keyword, source type, publication stage) to ensure the eligibility of the articles. Additionally, several exclusion criteria were applied to refine the sample and ensure appropriate focus and topics. From 3,758 articles, those that did not match the specified publication year (462 articles) were excluded, as were those outside the field of “business, management, and accounting” (2,665 articles), those that were not articles (108 articles), those written in a language other than English (three articles), those outside the major theme of anthropomorphism (172 articles), those that were not journal articles (one article), and those that had not yet been finalized for publication (21 articles). Ultimately, 326 articles met the inclusion criteria. To ensure that the most relevant studies were considered, article selection was conducted based on the highest number of citations in each cluster (six clusters), and 326 articles were identified for in-depth analysis in the final stage. 3.3 Science mapping Science mapping was used to examine the interactive relationships among the research constituents. Several techniques have been employed in science mapping, including citation, co-citation, bibliographic coupling, co-word, and co-author analyses. The analyses of these techniques were combined to present the bibliometric and intellectual structures in the observed field ( Baker et al., 2021 ). 3.3.1 Citation analysis Citation analysis was used to identify the most cited publications and authors in the field of anthropomorphism. Citations reflect intellectual connections between publications when one publication cites another ( Donthu et al., 2021 ). Through citation analysis, we can determine and confirm which research is the most influential and the key figures that shape the understanding of anthropomorphism in the context of business, management, and accounting. Citations are the most objective and straightforward measures of impact in the intellectual realm. 3.3.2 Co-citation analysis Co-citation analysis is conducted to reveal the intellectual structure of a field by examining two publications connected to the reference list of another publication based on similar themes ( Rossetto et al., 2018 ). The intellectual structure depicted in the co-citation analysis is the discovery of thematic clusters within the study topic. Co-citation analysis is are conducted in bibliometric studies to uncover important publications and the foundational knowledge used ( Kumar et al., 2021 ). 3.3.3 Co-word analysis In this study, co-word analysis was conducted by examining words that frequently appeared in keywords ( Baker et al., 2021 ; Kumar et al., 2021 ). Words that frequently appear in articles have the same thematic relationships. This co-word analysis is used to complement the co-citation analysis to enrich understanding and elucidate the content of the clusters formed in the co-citation analysis. This analysis provides a preview for future research ( X. Chen et al., 2016 ). 3.3.4 Co-authorship analysis Co-authorship analysis was used here to examine the relationships between authors, institutions, and countries in the context of anthropomorphism in the fields of business, management, and accounting, which are collaborative in nature ( Koseoglu, 2016 ). This analysis groups and maps based on location to identify the main journals that play a crucial role in sharing research findings. Through co-authorship analysis, novice researchers gain valuable information to collaborate with established researchers in the field of anthropomorphism. 4. Finding and discussion 4.1 General characteristic of the literature 4.1.1 Evolution of the number of publications The number of anthropomorphism articles produced showed a significant upward trend in terms of the number of publications on anthropomorphism in business, management, and accounting. This can be seen from Figure 2 . Over a period of 14 years, an average of 22 published documents were released each year. Based on the general characteristics of the articles, we divided them into four periods: the early years period (2010-2012), gradual increase period (2013-2017), steady growth period (2018-2019), and significant surge period (2020-2024). Only one article was published in the early period of anthropomorphism research. As previously noted, this period is referred to as the early years period (2010-2012). During this 2-year period, the topic of anthropomorphism was not yet familiar to intellectuals; therefore, there were few documents discussing it. Figure 2. Trends in Anthropomorphism Articles. Source: the authors, made in R-Studio. The next period is the gradual increase period. Growth was evident during this period. In 2013, the number of activities with 12 documents published. This indicates an active publication trend, although it declined again in the subsequent years, showing a relatively stagnant phase between 2014 and 2017. During this period, the research was still focused on understanding and mapping the direction of the studies conducted. As there is still no consensus regarding anthropomorphism, this topic has rarely been researched. The years 2018-2019 represent the steady growth period because the stability of publications increases during this period. Scientific support for anthropomorphism research began to appear here. Digital transformations and technology began to emerge in 2019. Advancements in technology allow for interaction with the concept of anthropomorphism, making it increasingly relevant for development. Human-computer interaction has driven an increase in interest in anthropomorphism research. We refer to the final period from 2020 to 2024 as the significant surge period. In 2020, there was a significant increase in the number of articles published on anthropomorphism (30). This growth became more apparent from 2020 to 2024 with an increase of 153%. The final 4-year period saw a sharp annual increase in the number of publications. The graph shows the highest production rate in 2024, with more than 70 anthropomorphism articles published, marking the peak in scientific activity during the observation period. This is likely due to the global event of the COVID-19 pandemic, which changed all patterns and human activities and encouraged research activities in various fields. Research funding support and government policy changes are needed to sustain life through the development and encouragement of globally relevant research. Post-2020, there has been a shift in research priorities and directions toward fields intersecting with information technology. We conclude that COVID-19 and technological developments have become significant events influencing the increase in the number of publications on anthropomorphism. 4.1.2 Worldwide distribution network covering various countries and organizations It can be seen from Figures 3 and 4 that there are four clusters of countries that have had intellectual connections over the past decade. The United States appears to be the centre of global collaboration and has close ties with China, India, and the United Kingdom. The formation of these four clusters may be due to the similarities in themes and regional areas (geographical proximity) of each country. Cluster 1 included the United States, India, Australia, New Zealand, Finland, Colombia, and Indonesia. This grouping has wide global coverage. Cluster 2 was more focused on technological and economic development; thus, China, South Korea, Singapore, France, and Hong Kong formed this group. Cluster 3 included the UK, Canada, Germany, and Vietnam. Cluster 3 was formed due to the orientation toward fundamental sciences and transatlantic collaboration among these countries. Cluster 4 emphasizes the regional collaboration between Europe and Asia, from Italy, Spain, and the Netherlands to Taiwan. In addition to historical relationships, this grouping reflects a pattern of collaboration with the same research focus. Figure 3. Country Network. Source: the authors, made in VosViewer. Figure 4. Scientific Production by Country. Source: the authors, made in R-Studio. The United States is the country most involved in the anthropomorphism research citation network with 248 documents, followed by China with 164 documents, India with 70 documents, Australia with 66 documents, and the United Kingdom with 62 documents. Figure 4 illustrates the distribution of anthropomorphism publications worldwide in the business, management, and accounting fields. Of the 43 countries that published on anthropomorphism, four of the 10 countries with the most publications were in Asia, with a total of 300 documents, followed by America with 248 documents, Europe with 136 documents, and Australia with 66 documents. However, the distribution of publications was generally uniform across all regions. This may be because anthropomorphism is used to create emotional connections between individuals and products that apply anywhere ( J. Huang et al., 2024 ; Wan & Chen, 2021 ). However, there are differences in perspectives and cultures between countries in the Western and Eastern regions ( Baskentli et al., 2023 ). Western cultures view anthropomorphism as more cognitive, whereas Eastern cultures tend to view it as related to spirituality. The Queensland University of Technology (Australia) has been the largest contributor to research on anthropomorphism over the past decade ( Figure 5 ), followed by Hainan University (China) and the University of Houston (United States). Figure 5 also shows that the United States has greater interest in anthropomorphism than other countries. Of the 10 affiliated universities, the majority are from the United States. This also proves that universities have become centres for research and the development of knowledge, particularly that related to anthropomorphism in the fields of business, management, and accounting. Figure 5. Affiliation Production. Source: the authors, made in R-Studio. 4.1.3 Insight on relevant and productive journal analysis Table 1 presents the top 10 journals that published articles on anthropomorphism, with their reputations indicated by the Scimago Journal Ranking, H-Index, and Cite Score. The Journal of Business Research is the highest-ranked (top-tier) journal with 23 articles related to anthropomorphism. Table 1 also presents the extent of the contributions of these journals to specific research domains, showing robust results and the impact of these scientific journals on the scope of anthropomorphism in the fields of business, management, and accounting research. Table 1. Most Relevant Journal. No Name of Journal Article amount Cite Score SJR Rank H-index 1 Journal of Business Research 23 20.3 Best Quartile (Q1) 265 2 Psychology and Marketing 21 12.1 Best Quartile (Q1) 143 3 Journal of Retailing and Consumer Services 18 20.4 Best Quartile (Q1) 143 4 Technological Forecasting and Social Change 16 21,3 Best Quartile (Q1) 179 5 Journal of Marketing Management 13 8 Best Quartile (Q1) 90 6 International Journal of Hospitality Management 12 21.2 Best Quartile (Q1) 169 7 European Journal of Marketing 11 7.9 Best Quartile (Q1) 154 8 Journal of Consumer Research 11 12.2 Best Quartile (Q1) 220 9 International Journal of Contemporary Hospitality Management 7 11.1 Best Quartile (Q1) 126 10 Journal of the Academy of Marketing Science 7 15.2 Best Quartile (Q1) 207 Figure 6 presents the trend in the number of publications by the TOP five journals that have published on anthropomorphism over the past decade. The Journal of Marketing Management has been a pioneer in publishing anthropomorphism articles since 2013. The Journal of Business Research began publishing anthropomorphism articles in 2017 and continued to increase significantly until 2024, becoming the journal with the most anthropomorphism articles published. The Journal of Retailing and Consumer Services and Psychology and Marketing has also shown the same trend since 2018-2019, while Technological Forecasting and Social Change began publishing anthropomorphism articles in 2020, following the beginning of theCOVID-19 pandemic. This could be due to the pandemic, during which technological innovation developed rapidly and continuously along with increasing academic research support. Figure 6. Most Productive Journals. Source: the authors, made in R-Studio. Interestingly, among the top five journals, the Journal of Marketing Management is the only one that has consistently published an average of 12 documents per year from 2013 to 2024. We tried to highlight this and map out several factors that might underlie it. 1) The Journal of Marketing Management focuses only on more specific themes, namely marketing management and marketing strategy, compared with the other four journals. In addition, it discusses the fundamental marketing issues that are relevant each year. 2) The Journal of Marketing Management is consistent with marketing research topics and is not overly influenced by the demand for popular new research trends. 3) The authors contributing to the Journal of Marketing Management are established writers who have consistently written and published the same research findings. 4.2 Network analysis 4.2.1 Citation network: The role of the corresponding author in driving impactful publications The dynamics of anthropomorphism research and collaboration patterns among authors, both within a single country and between countries, were visible ( Figure 7 ). Most authors have collaborated globally, indicating that there is an awareness of the importance of building international collaborations to expand the impact of intellectual development and deepen knowledge sharing on the same topic. The United States and China are the largest contributors to the development of anthropomorphism in business, management, and accounting. It can be concluded that there is a difference in collaborative styles between Western and Eastern countries. Western countries, such as the United States, England, Germany, France, Belgium, Finland, and Spain, collaborate more with authors from different countries. Eastern countries such as China, India, Korea, and Indonesia collaborate with authors within the same country. Scholars from Eastern countries are expected to strengthen global collaboration and contribute to substantial advancements in anthropomorphism research. Figure 7. Collaboration Patterns by Corresponding Author’s Country. Source: the authors, made in R-Studio. Furthermore, collaboration in anthropomorphism research reflects different thought patterns among authors from developed and developing countries. Authors from developed countries appear to collaborate more with authors from other countries because of their focus on the development and application of technology, as observed in the United States and China. This is unlike writers in developing countries, such as Indonesia and India, who are still exploring anthropomorphism based on unique local cultures within their countries but that are relevant globally. It can be concluded through the authors' collaboration patterns that anthropomorphism has become a relevant topic that intersects not only with technology but also with cultural perspectives that can be strengthened through cross-country collaboration ( Baskentli et al., 2023 ; Payne et al., 2013 ). If collaboration on the relevant topics of anthropomorphism, technology, and culture in the fields of business, management, and accounting is pursued, it will enhance the effectiveness and efficiency of business processes in the long term ( F. R. Chen et al., 2021 ). Table 2 presents the 10 published research articles on anthropomorphism in the fields of business, management, and accounting, along with the authors' names, article titles, publication years, total global citations, and average citations per year. The total global citations refer to the number of citations referenced by other researchers from various disciplines that are accepted in the article database. The average number of citations per year is the average number of articles cited by other researchers from the same or different disciplines. Table 2. The 10 Most Citated Authors. No. Author name Article title YoP TGC TC/Y 1 Mende, M., Scott, M. L., van Doorn, J., Grewal, D., & Shanks, I. (Netherlands) Service robots rising: How humanoid robots influence service experiences and elicit compensatory consumer responses 2019 666 95 2 Adam, M., Wessel, M., & Benlian, A. (Germany) AI-based chatbots in customer service and their effects on user compliance 2020 516 103 3 Pillai, R., & Sivathanu, B. (India) Adoption of AI-based chatbots for hospitality and tourism 2020 460 77 4 Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (USA) The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviours 2016 430 43 5 Belanche, D., Casaló, L. V., Flavián, C., & Schepers, J. (Spain, Netherlands) Service robot implementation: A theoretical framework and research agenda 2019 406 68 6 Sheehan, B., Jin, H. S., & Gottlieb, U. (Australia) Customer service chatbots: Anthropomorphism and adoption 2020 346 58 7 Van Pinxteren, M. M. E., Wetzels, R. W. H., Rüger, J., Pluymaekers, M., & Wetzels, M. (Netherlands, Finland) Trust in humanoid robots: Implications for services marketing 2019 317 58 8 Crolic, C., Thomaz, F., Hadi, R., & Stephen, A. T. (UK) Blame the bot: Anthropomorphism and anger in customer–chatbot interactions 2022 302 76 9 Kim, S. Y., Schmitt, B. H., & Thalmann, N. M. (USA) Eliza in the uncanny valley: Anthropomorphizing consumer robots increases their perceived warmth but decreases liking 2019 301 43 10 Fournier, S., & Alvarez, C. (USA) Brands as relationship partners: Warmth, competence, and in-between 2012 279 20 Based on Figure 7 and Table 2 , it can also be concluded that the United States and China are developed countries with centres of technological innovation, such as artificial intelligence, robotics, and the Internet of Things. This explains why anthropomorphism has been widely researched in both countries. It is possible that both countries are developing applications for anthropomorphism research, such as designing more human-like chatbots, virtual assistants, and other functional robots. Moreover, anthropomorphism has become a marketing communication strategy to connect with consumers. Several major e-commerce companies in the United States and China, such as Alibaba and Tesla, have already adopted anthropomorphic strategies to enhance consumer experience through AI mascots and anthropomorphic elements in their autopilot systems. These two examples illustrate the need for further research on anthropomorphism to strengthen the global adoption of anthropomorphism-based technologies. The research competition between the United States and China also shows how each country allocates significant funding investments to the R&D of anthropomorphic technology for business applications. 4.2.2 Co-citation analysis: Revealing impact through interconnected references From the visualization in Figure 8 , four clusters were identified based on the similarity of topics among the researchers. The green cluster appears to be the largest among the clusters. This indicates that the main themes of psychology and consumer behaviour are interrelated. The largest nodes in this cluster are N. Epley, A. McGill, and S. Kim, indicating that they are most often cited together. The second red cluster involves M. Sarstedt and S. Sundar, who have connectivity in terms of methodology and research framework. The third cluster, coloured blue, focuses more on technological applications with major nodes for X. Wang, D. Gefen, and I. Hu. However, the four clusters are interconnected, meaning that inter-cluster support is needed to build a holistic understanding and create new knowledge that is practically relevant. Figure 8. Co-Citation Analysis. Source: the authors, made in VosViewer. 4.2.3. Co-word network analysis: Mapping impact through emerging keywords The co-word network resulting from the bibliometric analysis visualization using VOS viewer is shown in Figure 9 . The displayed visualization includes nodes representing frequently occurring keywords and edges, which are lines connecting nodes based on co-occurrence frequency ( Van Eck & Waltman, 2014 ). If the node is larger, its frequency of occurrence is higher, and thicker edges indicate a stronger relationship between nodes. Figure 9 highlights the contributions of anthropomorphism to business, management, and accounting. Nodes and edges also grouped several words into the same thematic group and are marked in the same colour. These keywords offer deep insight into their roles and contributions to the evolving needs and challenges of the future business world. Figure 9. Co-Word Network Anthropomorphism. Source: the authors, made in VosViewer. The strongest cluster related to anthropomorphism, marked in navy blue, is technology development. In that cluster, words such as “artificial intelligence,” “human-computer interaction,” and “chatbot” appear. Next, the second cluster in green represents influential communication because words such as “advertising,” “influencer marketing,” and “social media” often appear. The third cluster, in red, with the words “future prospect,” “tourism,” “technology development,” and “hospitality industry,” which are discussed in detail in the Tourism cluster section represents the field of behavioural research. The fourth cluster, in purple, is related to psychological factors. In that cluster, the words “consumption behaviour,” “psychology,” and “empathy” appear. The fifth cluster, coloured yellow with the words “sales,” “perception,” and “purchase intention,” can be concluded to have a theme of consumption behaviour. The sixth cluster, in light blue, with the words “brand love,” “service robot,” and “consumer behaviour,” represents customer satisfaction. The co-word analysis is reinforced by the network density results in Figure 10 , which show the strongest collaboration and connectivity on the topic of anthropomorphism in the fields of business, management, and accounting, namely, technology development. The colours strongly associated with anthropomorphism are “artificial intelligence,” “service robots,” and “chatbot.” Figure 10. Network Density Anthropomorphism. Source: the authors, made in VosViewer. 4.2.4 Co-authorship network analysis Coupling bibliometric analysis includes the grouping of documents based on predetermined criteria, which is a form of data clustering ( Rialti et al., 2019 ). The strength of document coupling identifies the authors with the widest collaborations and examines how collaboration patterns are formed. Figure 11 illustrates the coupling network generated using VOS viewer, which formed six clusters. Some clusters are interconnected, whereas others are not even though they share the same theme. The red cluster focuses on consumer strategy and digital innovation. It can be seen in this cluster that publications by authors are still very new, and this cluster can be confirmed as having the latest trending theme. The green cluster discusses consumer experiences and satisfaction. The blue cluster specifically examines consumer behaviour and analytical models. The blue cluster is situated between the green and red clusters and acts as an intermediary in the interaction between consumers and technology. The yellow cluster indicates a specific and possibly niche focus as it relates to branding and communication. The purple cluster discusses consumer loyalty, and the orange cluster discusses social innovation in the business context. The authors in each cluster play an important role in building a network of knowledge on anthropomorphism in the fields of business, management, and accounting. Figure 11. Authorship Network. Source: the authors, made in VosViewer. 4.3 Research clusters on anthropomorphism The research track record for anthropomorphism from 2010 to 2024 continued to develop, particularly in the fields of business, management, and accounting. Based on a bibliometric analysis, we attempt to summarize specific themes of anthropomorphism the applications of which have implications for consumer interactions, such as psychology and consumer behaviour, communication, brand relationship, consumption behaviour, and technology development. These interactions are influenced by consumers' cultural backgrounds. Cultural context significantly shapes attitudes toward anthropomorphism, both in brand strategy, technology, and consumer behaviour ( Baskentli et al., 2023 ; Spatola et al., 2022 ). Culture influences consumer acceptance and the perceived effectiveness of human-like design features. 4.3.1 AI and service robotics: Advancing human-robot collaboration Over the past 4 years, AI and robotic services have been integrated into various industries, changing the manner in which humans interact with technology ( Dwivedi et al., 2019 ). Humans are beginning to be introduced to digitalization in all fields. The development of AI technology has great potential to support the fields of economics, business, healthcare, industry, and education to enhance efficiency and innovation ( Solntseva, 2018 ). In the business field, robotic customer assistance and robotic data collection are used to provide personalized consumer experiences. It is important to study the dynamics of human-robot collaboration to ensure an intuitive design that is easy to use and adapt ( Gao et al., 2025 ; Yang et al., 2022 ). Therein lies the importance of research on the design of anthropomorphic robots with human-like features, such as facial expressions, social presence, and communication, which must be relevant ( Mende et al., 2019 ). The design of anthropomorphic robots must be reliable to enhance relationship closeness and consumer engagement ( Adam et al., 2021 ; Chung et al., 2023 ; Sheehan et al., 2020 ). The goal is for human-like features in AI to provide comfort, build trust, and strengthen emotional connections with users ( Fakhimi et al., 2023 ). The application of anthropomorphism to robots has been proven to positively influence consumer behaviour, including increasing consumer intentions, purchase decisions, feedback, and technology adoption ( Moussawi et al., 2021 ). Although research from 2020–2025 shows increasing interest in human robot collaboration, most studies still focus on technical aspects, efficiency, and general user acceptance. However, there is a gap in cross-cultural understanding of how anthropomorphism influences perceptions of trust and acceptance of service robots across contexts ( Gajić et al., 2024 ). In the realm of AI and service robotics, cultural orientation significantly shapes responses to anthropomorphic designs. In Western contexts, pragmatic and utilitarian mindsets predominate, and anthropomorphic features are embraced when they enhance usability, task efficiency, and trust. However, designers remain cautious about designs that tend to be too human-like due to the “uncanny valley” phenomenon an effect in which entities that appear almost, but not quite, human evoke perceptual discomfort and anxiety ( Gee, F.C. et al., 2005 ; Castelo, N. & Sarvary, M., 2022 ). In contrast, Eastern cultures, particularly Japan, are heavily influenced by animist traditions and philosophies such as Shintoism and Confucian collectivism, which promote a worldview in which non-human entities are considered sentient and integral to social harmony ( Spatola et al., 2022 ). Consequently, human-like robots are more readily accepted as collaborative partners rather than mere tools, facilitating harmonious human-robot relationships based on cultural affinity and relational cognition. However, it can elicit negative reactions if the service fails or does not meet consumer expectations ( Y.-S. Huang & Dootson, 2022 ). This can be an important consideration for future research, such as privacy and fairness in decision-making, thus requiring the development of algorithms in accordance with the collaborative needs of research fields that combine AI, robotics, psychology, and knowledge ethics ( Belanche et al., 2020 ). 4.3.2 Anthropomorphism in branding To enhance customer interaction, marketers have begun using anthropomorphism strategies ( J. Huang et al., 2024 ) such as chatbot services, brand mascots, product designs, and personalized advertisements. Chatbots are increasingly designed to resemble human figures, as reflected by their names and conversational styles. Anthropomorphism strengthens the relationship between consumers and brands ( Guido & Peluso, 2015 ; Y.-T. Huang, 2020 ; J. Kim et al., 2018 ). The methods or strategies employed enable a brand to possess human-like qualities, establish emotional connections with consumers, and foster loyalty ( Aaker et al., 2004 ; Donthu et al., 2021 ; Fournier, 1998 ; Hudson et al., 2016 ). Strong relational ties influence consumer behaviour ( K.-J. Chen & Lin, 2021 ). Anthropomorphism also affects social control and even the feelings and interactions between humans ( Mourey et al., 2017 ). Through human-like mascots and relevant product designs, consumers unconsciously experience an improvement in the quality of relationships because they become more attracted to and in love with as well as more understand and competent regarding the brand. Much literature in the past five years has emphasized how anthropomorphism increases consumer brand affinity. However, gaps remain due to differences in cultural contexts. Furthermore, empirical research across industries and sectors is lacking ( Kim, 2024 ). Consumers in Western countries appreciate anthropomorphic mascots and virtual influencers for their ability to create emotional resonance, but they tend to be sceptical of overly anthropomorphic brands, avoid perceptions of manipulation, and prioritize alignment with consumer individuality and autonomy. Conversely, consumers in Eastern countries are more accepting of personification due to their spiritual cultural roots. They often interpret human-like brand images as a sign of approachability and communal harmony, while anthropomorphic brands foster long-term loyalty and trust, aligning with collectivist social norms ( K.-J. Chen & Lin, 2021 ). The most important aspect is the manner in which anthropomorphic features enhance consumer expectations and provide different experiences for each brand. Through anthropomorphism, customers gain behavioural, cognitive, affective, and social experiences that influence their purchase intentions ( Wang et al., 2022 ). These experiences have a positive impact on consumer behaviour ( Trung, 2023 ; Wongkitrungrueng et al., 2020 ). Anthropomorphism can also raise consumer expectations, which can cause dissatisfaction or distrust if anthropomorphism does not meet consumer expectations ( Barari et al., 2020 ; S. Kim et al., 2016 ). Anthropomorphism in branding poses a significant challenge because marketers cannot predict consumer reactions to anthropomorphized brands ( Wan, 2021 ). The hope is that research on brand anthropomorphism can enhance consumer experience rather than damage the relationship between the brand and consumers. Most importantly, anthropomorphism has become a branding strategy for products, services, and advertisements ( T.-L. Huang & Liu, 2021 ). 4.3.3. Anthropomorphic AI interactions Anthropomorphism, with its humanlike characteristics, plays an important role in maintaining relationships and interactions with consumers. Anthropomorphism fosters emotional attachment and strengthens the relationship between consumers and brands ( Yang et al., 2022 ). By exercising a positive influence on consumers, anthropomorphized brands are considered trustworthy and strengthen consumer-brand relationship engagement ( Baskentli et al., 2023 ; T. Kim et al., 2020 ). Emotional involvement is reflected in the emergence of a sense of empathy toward the brand ( Lim et al., 2022 ). Anthropomorphism has an effective impact on brand communication, which, in turn, affects consumer purchase intentions ( F. R. Chen et al., 2021 ; Shao et al., 2020 ). Commercial friendships have been established to build empathy with consumers, with service providers as the key to social bonding ( Letheren et al., 2021 ). Bonding in commercial friendships is built on service evaluations ( Jayanti & Whipple, 2008 ), service relationships and commitment ( Choi et al., 2021 ), and behavioural loyalty ( Abosag et al., 2017 ). The accumulation of anthropomorphism enhances emotional relationships and shapes consumer behaviour, thereby increasing brand loyalty and preferences. Although effective, if not carefully considered, anthropomorphic design can create unrealistic consumer expectations and psychological anxiety related to manipulation ( K. Kim et al., 2019 ). Western audiences generally accept human like AI when it serves functional and experiential purposes. However, they may be uncomfortable with excessive emotionality, citing privacy and ethical concerns. However, Eastern audiences tend to be more comfortable with emotionally expressive AI, viewing it as a legitimate social actor that facilitates relational engagement, reflecting a cultural openness to the integration of human and non-human agency. Anthropomorphized AI interactions have been widely researched in the context of chatbots, voice assistants, and recommendation systems. However, significant gaps exist in understanding the long-term psychological impact of these interactions, particularly regarding dependency, blind trust, or potential consumer manipulation. Most studies are still short-term experimental ( Zheng & Jiang, 2022 ). 4.3.4 Anthropomorphism and consumer perception Anthropomorphism, the attribution of human characteristics to nonhuman entities, is a common marketing strategy used to enhance consumer engagement and brand relationships. Research has shown that anthropomorphized products or brands can enhance consumer preferences and engagement, evoking feelings of familiarity, warmth, and emotional attachment ( Epley et al., 2007 ). Products with a human-like appearance or characteristics tend to be attractive and boost sales ( Aggarwal & McGill, 2012 ; Puzakova et al., 2013 ). Consumer perspectives can change owing to anthropomorphism, such as sidelining price, function, and objective attributes in favour of subjective and emotional considerations ( H. M. Kim & Kramer, 2006 ). For certain products, consumers prefer human agents because they require sincerity ( Waytz et al., 2010 ). Given the perceptions of Western consumers, who often evaluate anthropomorphic cues based on their impact on autonomy and authenticity, excessive use risks scepticism or perceptions of manipulation. Such perceptions may lead consumers to question the credibility of the brand, thereby weakening trust and reducing long-term engagement ( Goel, P., & Garg, A., 2025 ). Contrast to Eastern consumer perceptions, such gestures are generally viewed as genuine attempts to build trust and harmony, in line with cultural expectations of warmth, friendliness, and caring from brands and products. Recent research has confirmed that anthropomorphism can enhance trust, emotional intimacy, and consumer loyalty. However, the psychological mechanisms that differ across consumer segments (e.g., age, gender, and culture) remain underexplored. Some studies only address general effects without distinguishing perception dynamics in emerging markets ( Lee & Lalwani, 2023 ). The use of anthropomorphic strategies that are excessively aligned or not aligned with the target market can lead to negative perceptions, especially if human features do not align with the product's function or purpose. If applied effectively, it not only enhances consumer perception but also fosters a stronger emotional bond between the product brand and consumers, leading to increasingly competitive satisfaction. 4.3.5 Anthropomorphism in tourism Research on anthropomorphism is becoming increasingly important for tourism development. The connection between human-like qualities in objects, animals, and visiting experiences is used to enhance the appeal and engagement of tourist destinations. Anthropomorphic design creates an image and impression of comfort that is relevant to a consumer's cultural context ( Landwehr et al., 2011 ). Cultural attractions at tourist destinations are based on human characteristics, thereby building emotional connections with visitors. Visitor involvement shapes the positive perception of a tourist destination as friendly, comfortable, and memorable ( Wan et al., 2016 ). The effectiveness of anthropomorphism in tourism, such as stories of marine animals depicted as “friends” with friendly personalities, makes visitors feel that their interactions are more meaningful ( Cater, 2010 ; F. Chen et al., 2023 ). This story has implications for empathy and positive attitudes toward conservation efforts. For tourism operators, the use of anthropomorphism not only provides visitors with an experience and increases satisfaction but also offers significant long-term benefits. The presence of satisfaction and repeated visits creates a lasting impression, builds emotional connections, and promotes positive word-of-mouth promotion. When consumer preferences increasingly prioritize experiences, anthropomorphism offers a distinction in building deeper relationships. Western markets often use anthropomorphic storytelling in ecotourism or heritage promotion, but emphasize realism, accuracy, and cultural sensitivity to avoid undermining local traditions. Eastern tourism strategies, on the other hand, embrace anthropomorphic characters such as animal mascots or mythological figures as an integral part of conveying cultural values, hospitality, and emotional connection to the destination, rooted in a long standing tradition of personified narratives. The use of anthropomorphism in tourism and hospitality destinations (e.g., robot receptionists or hotel chatbots) is beginning to be explored, but research remains limited to technical issues and service satisfaction, with little attention paid to the emotional and cultural dimensions of tourists. The lack of cross-national comparative studies also highlights a gap in understanding whether anthropomorphism is more effective in collectivist (Eastern) versus individualist (Western) cultures ( Gajić et al., 2024 ). This distinction is crucial when employing anthropomorphic strategies in tourism development. 4.3.6 Chatbots in commerce The widespread use of AI-based chatbots is changing how business and trade interactions occur. Chatbots utilize algorithms and language processing to simulate human conversations with non-human entities and make them appear human-like. Research suggests that chatbots play an important role in shaping consumers’ perceptions of products and services. How can chatbots guide consumers in providing information related to product/service features, alternative choices, and decision-making? Chatbots provide a more engaging shopping experience and build trust ( Y.-S. Huang & Dootson, 2022 ). However, when using chatbots in communication with humans, consideration must also be given to the consumer's background. Western consumers focus on speed, accuracy, and problem-solving abilities, welcoming anthropomorphic features such as names or avatars only if they enhance the user experience without sacrificing efficiency. Eastern consumers often respond to chatbots with friendly, human like personalities that adhere to norms of interpersonal politeness, using anthropomorphic designs to build rapport, reduce perceived social distance, and encourage repeat interactions. Chatbots can replace humans in the consumer shopping experience. Communication delivered by a chatbot, both in language and speaking style, resembles that of a human, which fosters a sense of social presence that strengthens relationships with consumers. When consumers feel that the chatbot is competent, they follow its recommendations ( Martin et al., 2020 ). However, becoming dependent on chatbots is not beneficial for consumers. In business, it is important to maintain a balance between machine automation and genuine human services so that chatbot services do not hinder the business. As technology advances, research on chatbots, emotional intelligence, and contextual understanding of anthropomorphism becomes important to optimize business performance. However, it is also important to consider and understand the negative effects such as over trust, perceived manipulation, and consumer fatigue that result from intensive interactions with chatbots. There is still limited research linking chatbot anthropomorphism with long-term purchasing behaviour and the sustainability of customer relationships ( Fan et al., 2024 ), so the effectiveness of anthropomorphic chatbots in increasing customer satisfaction remains questionable. This conceptual framework illustrates how anthropomorphism in business is shaped by two overarching paradigms psychological and sociocultural that cover six thematic clusters. AI and service robotics, chatbots in commerce, and consumer perception are predominantly informed by psychological mechanisms such as trust, usability, and affective responses ( Li et al., 2023 ). In contrast, branding and tourism are more strongly influenced by sociocultural perspectives emphasizing symbolic meaning, cultural narratives, and collective values. Anthropomorphic AI interactions and consumer perception serve as bridging clusters that connect the two paradigms, highlighting how cognitive processes and cultural contexts jointly shape consumer responses ( Flavián et al., 2024 ). By positioning consumer perception at the centre of the framework, the model underscores that all anthropomorphic applications ultimately converge on how individuals and groups interpret, evaluate, and engage with humanlike features in business contexts. There are two paradigms that underpin research on anthropomorphism: the psychological paradigm and the sociocultural paradigm. The psychological paradigm focuses on the cognitive and affective aspects of individuals ( Cacioppo & Cacioppo, 2014 ), as anthropomorphism is understood as the human tendency to attribute human-like characteristics to non-human objects ( Epley, Waytz, & Cacioppo, 2007 ). Within this paradigm, scholars examine how anthropomorphic features can enhance consumer trust and comfort when interacting with robots or chatbots, as well as how such features foster strong emotional attachments to brands that become difficult to separate from consumers’ identities. In contrast, the sociocultural paradigm emphasizes external factors such as cultural, social, and symbolic dimensions. Here, anthropomorphism is regarded as a cultural practice that ascribes meaning and identity to products, for instance through brand mascots or symbolic representations. Moreover, this paradigm acknowledges divergent interpretations of anthropomorphism across cultural contexts, with notable differences between Western and Eastern perspectives ( Baskentli et al., 2023 ). 4.4 Promising research topics Figure 12 Bibliometric-R analysis identifies promising future topic trends that are beneficial for both academia and industry. This research topic trend can provide opportunities for real and beneficial contributions to technological innovation and human interaction. - Consumer Behaviour. How anthropomorphism affects trust, consumer engagement, and brand loyalty; exploring the limits of anthropomorphism to avoid the “uncanny valley.” A perceptual drop in positive response when features appear almost, but not fully, humanlike ( Mori et al., 2012 ), as seen in certain brand mascots, virtual influencers, and AI avatars.” - Artificial Intelligence and Chatbots . How anthropomorphism in AI can be used to create a more personal, inclusive, and efficient consumer experience, exploring its impact on consumer decision making. - Technology Adoption . Exploration of factors influencing technology adoption through anthropomorphism, such as perceived uncertainty, usefulness, and trust; how the patterns of technology adoption vary across cultures and regions. - Human-Computer Interaction . How to create interaction designs between humans and technology and how the exploration of anthropomorphic designs can enhance the effectiveness and comfort of consumers in using AI devices, robotics, and other technological applications. Figure 12. Trending Topics. Source: the authors, made in R-Studio. These four promotional research topics emerged not only from the results of this systematic literature review but also from the phenomena that occurred after the 2020 COVID-19 pandemic. Several factors can be discussed. First, the COVID-19 pandemic accelerated the adoption of digital technology and service automation across various industries, leading to a greater reliance on AI, chatbots, and service robots in contexts such as healthcare, retail, and hospitality. This shift creates an urgent need to understand how anthropomorphic features can enhance consumer trust, usability, and acceptance of non-human agents during a time when physical human interaction is limited ( Zhang et al., 2024 ). Second, the rise of virtual influencers and digital mascots in marketing campaigns has made anthropomorphism increasingly central to branding strategies, prompting academic attention to its psychological and cultural implications ( Sharma & Rahman, 2022 ). Third, advances in AI capabilities, including natural language processing and facial recognition, have expanded the opportunities for anthropomorphic design in human-machine interactions, prompting researchers to examine its benefits and potential risks such as over trust, privacy concerns, and the uncanny valley effect ( Xie, 2020 ). Finally, the global nature of this technological transformation has prompted cross-cultural investigations, as differences between Western and Eastern consumers' perceptions of anthropomorphism become increasingly relevant to international business and marketing strategies ( Ding et al., 2022 ). Collectively, these driving factors explain why research on anthropomorphism has not only increased in volume but also diversified in scope, bridging psychology, technology, and cultural studies in the post-2020 era. 5. Conclusion, Implications, Contributions, and Limitations This review synthesizes a decade of research on anthropomorphism in business and technology (2010–2024), encompassing a total of 326 documents. The steady growth in publications over this 14-year period can be attributed to several factors. First, the COVID-19 pandemic prompted a significant shift in research priorities toward information technology related fields. Second, the active involvement of countries such as the United States, China, India, and Australia, along with collaborative efforts at the university level, has played a pivotal role in advancing anthropomorphism research. Third, the growing acceptance of anthropomorphism related studies by reputable international journals has further accelerated scholarly output. The changing trajectory of this field initially led by influential scholars such as N. Epley, A. McGill, and S. Kim, who emphasized consumer psychology and behavior shifted toward information technology applications after 2020. Within this body of work, six thematic clusters were identified: AI and service robotics, branding, anthropomorphic AI interactions, consumer perception, tourism, and chatbots in commerce. Collectively, these findings suggest that anthropomorphism can generate measurable benefits when strategically applied, although its effectiveness remains highly context dependent. For instance, in AI and service robotics, anthropomorphic design features have been shown to enhance trust and task efficiency, particularly in healthcare and hospitality settings, but require careful calibration to mitigate the discomfort associated with the phenomenon described in the Branding section that can undermine user comfort when anthropomorphic features approach full human likeness ( Zhang et al., 2024 ). In branding, anthropomorphic elements such as mascots and virtual influencers foster consumer engagement, though their effects vary across cultural contexts ( Sharma & Rahman, 2022 ). Similarly, anthropomorphic AI interactions can facilitate smoother consumer technology engagement, but long-term risks such as over trust and privacy concerns warrant further investigation ( Xie, 2020 ). With respect to consumer perception, anthropomorphism strengthens emotional attachment and purchase intention, though these effects are moderated by demographic and cultural differences ( Diel et al., 2021 ). In tourism, service robots equipped with anthropomorphic features have been found to improve visitor satisfaction and service quality, yet most studies remain limited to small-scale or pilot contexts ( Ding et al., 2022 ). Finally, in chatbots and commerce, anthropomorphic cues such as humanlike names, avatars, and conversational styles enhance adoption and user satisfaction, but failures in service recovery may amplify negative customer responses ( Sheehan et al., 2020 ). Taken together, the evidence indicates that anthropomorphism should not be characterized as a universal transformative strategy, but rather as a promising design approach whose outcomes depend on industry application, cultural context, and consumer expectations. Despite these contributions, this study is not without limitations. First, the analysis primarily covers the period from 2010 to 2024, without considering earlier works that could shed light on the foundational emergence of anthropomorphism. Future research should incorporate pre-2010 studies to provide a more comprehensive historical overview. Second, the analysis was restricted to articles published in English and indexed in Scopus, excluding potentially relevant works in languages such as Spanish, French, and Mandarin. The inclusion of multilingual sources, though methodologically challenging, may enrich the global perspective and reduce interpretive bias in bibliometric analysis. Future research should also place greater emphasis on empirical testing across diverse industries including retail by using anthropomorphized chatbots for personalized shopping (e.g., Kim et al., 2018 ), healthcare like service robots in elder care that leverage empathetic design to foster trust (e.g., Mende et al., 2019 ), and tourism such as Anthropomorphic mascots to increase visitor emotional attachment and destination loyalty (e.g., Chen et al., 2023 ). To delineate the boundary conditions of anthropomorphism’s impact. By situating anthropomorphism within real world business contexts, both academics and practitioners may better identify when and how humanlike features create value while mitigating potential risks. Additionally, the integration of multiple bibliographic databases in future analyses would help generate broader and more robust insights. Ethics and consent Ethical approval and consent were not required Statement using AI tool During the preparation of this work the authors used Chat-GPT in order to paraphrase. After using this tool/service, the authors reviewed and edited the content as needed and takes full responsibility for the content of the publication. Data availability Underlying data No data associated with this article. Extended data Reporting guidelines: Zenodo: Dataset: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [Data set]. Zenodo. https://doi.org/10.5281/zenodo.14908932 . ( Pramesti, D. A., et al., 2025 ). The project contains the following extended data: 1. PRISMA flow diagram for Anthropomorphism Unveiled.pdf 2. Dataset of articles retrieved from Scopus Database.csv 3. PRISMA_Checklist_Literature Data Integration of Anthropomorphism.docx Data are available under the terms of the Creative Commons Attribution 4.0 International license (CC-BY 4.0). 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Publisher Full Text Comments on this article Comments (0) Version 2 VERSION 2 PUBLISHED 10 Mar 2025 ADD YOUR COMMENT Comment Author details Author details 1 Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Magelang, Magelang, Central Java, Indonesia 2 Department of Management, Faculty Economic and Business, Universitas Sebelas Maret, Surakarta, Central Java, Indonesia Diesyana Ajeng Pramesti Roles: Data Curation, Formal Analysis, Project Administration, Writing – Original Draft Preparation Budhi Haryanto Roles: Supervision, Validation Lilik Wahyudi Roles: Supervision, Validation, Visualization Catur Sugiarto Roles: Conceptualization, Supervision, Validation, Visualization, Writing – Review & Editing Competing interests No competing interests were disclosed. Grant information The author(s) declared that no grants were involved in supporting this work. Article Versions (2) version 2 Revised Published: 04 Sep 2025, 14:281 https://doi.org/10.12688/f1000research.162157.2 version 1 Published: 10 Mar 2025, 14:281 https://doi.org/10.12688/f1000research.162157.1 Copyright © 2025 Pramesti DA et al . This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Download Export To Sciwheel Bibtex EndNote ProCite Ref. Manager (RIS) Sente metrics Views Downloads F1000Research - - PubMed Central info_outline Data from PMC are received and updated monthly. - - Citations open_in_new 0 open_in_new 0 open_in_new SEE MORE DETAILS CITE how to cite this article Pramesti DA, Haryanto B, Wahyudi L and Sugiarto C. Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.12688/f1000research.162157.2 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS track receive updates on this article Track an article to receive email alerts on any updates to this article. TRACK THIS ARTICLE Share Open Peer Review Current Reviewer Status: ? Key to Reviewer Statuses VIEW HIDE Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Version 2 VERSION 2 PUBLISHED 04 Sep 2025 Revised Views 0 Cite How to cite this report: Gundala RR. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r442080 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-442080 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 06 Jan 2026 Raghava R. Gundala , University of Wisconsin-Parkside, Kenosha, USA Approved VIEWS 0 https://doi.org/10.5256/f1000research.186512.r442080 This manuscript presents a systematic literature review and bibliometric analysis of anthropomorphism in business, management, and accounting from 2010 to 2024. The authors have effectively used PRISMA protocols alongside bibliometric tools (Bibliometrix-R and VOSviewer) to map the field's evolution. The ... Continue reading READ ALL This manuscript presents a systematic literature review and bibliometric analysis of anthropomorphism in business, management, and accounting from 2010 to 2024. The authors have effectively used PRISMA protocols alongside bibliometric tools (Bibliometrix-R and VOSviewer) to map the field's evolution. The revised version demonstrates significant improvement in theoretical depth, particularly with the integration of psychological and socio-cultural paradigms to explain the divergence between Western and Eastern perspectives. The identification of six distinct research clusters provides a valuable roadmap for future scholars. Below is my assessment, based on the specific review guidelines: 1. Is the work clearly and accurately presented, and does it cite the current literature? Yes. The manuscript is well-structured and written. The authors have adequately defined the study's scope (2010–2024), and the timeline is sound, capturing the pre- and post-COVID-19 evolution of the topic. The literature cited is current and relevant, effectively covering foundational theories (e.g., Epley et al.) as well as emerging trends in AI and robotics up to 2024. The integration of recent studies regarding the "uncanny valley" and cross-cultural consumer behavior enhances the accuracy of the thematic discussion. 2. Is the study design appropriate, and does the work have academic merit? Yes. The study design, which combines a Systematic Literature Review (SLR) with bibliometric mapping, is well-suited to synthesizing a fragmented field such as anthropomorphism. Academic merit is evident in the study's ability not only to count citations but also to reveal intellectual structures and collaboration networks. The shift in focus identified by the authors—from purely psychological consumer behavior to technology-driven applications (AI, chatbots)—is a significant contribution that validates the merit of this longitudinal analysis. 3. Are sufficient details of methods and analysis provided to allow replication by others? Yes. The authors have improved the methodological transparency in this version. Protocol: The inclusion of the PRISMA flow diagram (Figure 1) within the main text outlines the identification, screening, and inclusion steps. Search Strategy: The specific search string (keywords and Boolean operators) and exclusion criteria (e.g., subject area "BUSI," language "English") are explicitly stated, which supports replicability. Tools: The use of specific software (R-Studio and VOSviewer) is documented. 4. If applicable, is the statistical analysis and its interpretation appropriate? Yes. The bibliometric indicators (co-citation, co-word, and co-authorship analysis) are correctly applied. The interpretation of the resulting maps is insightful. Specifically, the authors' interpretation of the country clusters (Figure 3) to discuss the "Western vs. Eastern" collaborative styles and cultural paradigms adds analytical depth, often missing in standard descriptive bibliometrics. Figures 9 and 10 show network density and co-occurrence data that strongly support the identification of the six thematic clusters. 5. Are all the source data underlying the results available to ensure full reproducibility? Yes, with a minor correction needed. The authors have laudably provided an "Extended data" section with a Zenodo link containing the dataset and PRISMA checklist. However, there is a contradictory statement in the text under "Underlying data," which states, "No data associated with this article," immediately followed by the Zenodo link. Recommendation: The authors should remove the phrase "No data associated with this article" to avoid confusion, as they have provided the dataset. 6. Are the conclusions drawn adequately supported by the results? Yes. The bibliometric findings demonstrate strong alignment with the conclusions. The projection of "Promising Research Topics" (Figure 12)—such as AI, technology adoption, and human-computer interaction—is directly supported by the "Trend Topics" analysis, which shows the recency of these keywords. The study's conclusion effectively depicts the progression of anthropomorphism from a branding strategy to a crucial element in technological interfaces. The authors also appropriately acknowledge the limitations of relying exclusively on the Scopus database and English-language articles. Final Recommendation: The article is scientifically sound, methodologically robust, and offers clear contributions to the field. I recommend acceptance, subject to the minor correction regarding the data availability statement mentioned above. Are the rationale for, and objectives of, the Systematic Review clearly stated? Yes Are sufficient details of the methods and analysis provided to allow replication by others? Yes Is the statistical analysis and its interpretation appropriate? Yes Are the conclusions drawn adequately supported by the results presented in the review? Yes If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Yes Competing Interests: No competing interests were disclosed. Reviewer Expertise: Marketing I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Gundala RR. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r442080 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-442080 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Author Response 14 Jan 2026 Diesyana Ajeng Pramesti , Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Magelang, Magelang, Indonesia 14 Jan 2026 Author Response Dear reviewer, Thank you for the valuable review in our paper. We will remove the statement "No data associated with this article" in the Data Availability section to avoid ... Continue reading Dear reviewer, Thank you for the valuable review in our paper. We will remove the statement "No data associated with this article" in the Data Availability section to avoid any confusion for the readers Dear reviewer, Thank you for the valuable review in our paper. We will remove the statement "No data associated with this article" in the Data Availability section to avoid any confusion for the readers Competing Interests: No competing interests were disclosed. Close Report a concern Respond or Comment COMMENTS ON THIS REPORT Author Response 14 Jan 2026 Diesyana Ajeng Pramesti , Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Magelang, Magelang, Indonesia 14 Jan 2026 Author Response Dear reviewer, Thank you for the valuable review in our paper. We will remove the statement "No data associated with this article" in the Data Availability section to avoid ... Continue reading Dear reviewer, Thank you for the valuable review in our paper. We will remove the statement "No data associated with this article" in the Data Availability section to avoid any confusion for the readers Dear reviewer, Thank you for the valuable review in our paper. We will remove the statement "No data associated with this article" in the Data Availability section to avoid any confusion for the readers Competing Interests: No competing interests were disclosed. Close Report a concern COMMENT ON THIS REPORT Views 0 Cite How to cite this report: Pradana M. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r417303 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-417303 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 22 Oct 2025 Mahir Pradana , Telkom University, Bandung, West Java, Indonesia Approved VIEWS 0 https://doi.org/10.5256/f1000research.186512.r417303 Glad to review this article. I see that as a review paper, it addresses clear research gap, namely the lack of integrative mapping studies in these fields, and employs established bibliometric tools and protocols (Bibliometrix-R, VOSviewer, PRISMA). I personally believe the ... Continue reading READ ALL Glad to review this article. I see that as a review paper, it addresses clear research gap, namely the lack of integrative mapping studies in these fields, and employs established bibliometric tools and protocols (Bibliometrix-R, VOSviewer, PRISMA). I personally believe the topic is timely given the increasing relevance of human-like AI and virtual agents in marketing and management. I also see that the analysis recognizes anthropomorphism’s “critical function” in marketing communication, a relevant and underexplored linkage. Some minor points: the abstract assumes reader familiarity with anthropomorphism’s role in business contexts, but I believe the reader would benefit from the definition and exemplification of it it (e.g., anthropomorphic brands, AI chatbots, mascots). Some findings are too general (at least that how I feel); the focus in concrete results needs to be emphasized (e.g., dominant theories, key countries, or emerging subthemes). The authors also should highlight the value-added contributions (how this synthesis advances understanding or future agendas) should be emphasized at the end. The literature review itself feels redundant for me, because the whole article IS a review. You can focus on already published literature reviews about the similar topics. To strengthen the depth of the article, the discussion could benefit from theoretical anchoring, e.g., linking again to frameworks like the Technology Acceptance Model (TAM), Social Presence Theory, or the Computers Are Social Actors (CASA) paradigm. Then drawing line between antecedents and consequences of anthropomorphism in these contexts (e.g., what drives anthropomorphic design vs. what outcomes it produces). The discussions section must reveal original contributions rather than describing previous work in results and onwards. Focus on prioritizing what matters the most and categorizing the results in a novel way. You also need to explain what new knowledge this manuscript adds to the literature by using citations in the discussions section. The identification of six clusters — AI and service robotics, branding, anthropomorphic AI interactions, consumer perception, tourism, and chatbots in commerce — provides a clear taxonomy that captures the diversity of research foci. The explanations for each cluster are concise yet meaningful, balancing empirical examples and conceptual interpretation, please just make sure to show the alignment with previous literatures or what novel contributions you draw. To me, the author goes beyond merely summarizing publication trends. The section successfully connects macroeconomic aspect (growth due to COVID-19, global collaboration) to microlevel insights (six research clusters). This dual perspective shows methodological breakthrough and well-analyzed definitions. Some paragraphs are too long, making them slightly challenging to read continuously. Some sentences — especially in the long cluster discussion — could be split or reorganized to improve rhythm and reader accessibility. Example: “...but require careful calibration to mitigate the discomfort associated with the phenomenon described in the Branding section...” can be reorganized shorter but more compact. For the conclusion, I suggest the authors to categories the implications section rather than presenting them in one big sections. Divide types of implications (theoretical or practical), then limitations and future contributions. Please do make sure to answer the research questions you offered in the beginning. Are the rationale for, and objectives of, the Systematic Review clearly stated? Yes Are sufficient details of the methods and analysis provided to allow replication by others? Yes Is the statistical analysis and its interpretation appropriate? Partly Are the conclusions drawn adequately supported by the results presented in the review? Yes If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Not applicable Competing Interests: No competing interests were disclosed. Reviewer Expertise: business and marketing I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Pradana M. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r417303 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-417303 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Views 0 Cite How to cite this report: Gong T. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r411741 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-411741 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 11 Sep 2025 Taeshik Gong , Hanyang University, Ansan, South Korea Approved with Reservations VIEWS 0 https://doi.org/10.5256/f1000research.186512.r411741 The revised manuscript represents a substantial improvement over the original version. The authors have carefully addressed earlier concerns regarding clarity, methodological transparency, and theoretical integration. Overall, this is a timely and ambitious systematic review that synthesizes anthropomorphism research in business, ... Continue reading READ ALL The revised manuscript represents a substantial improvement over the original version. The authors have carefully addressed earlier concerns regarding clarity, methodological transparency, and theoretical integration. Overall, this is a timely and ambitious systematic review that synthesizes anthropomorphism research in business, management, and accounting. The paper has value for both academics and practitioners interested in understanding the evolution of this domain and identifying future research directions. At the same time, several issues remain that require further refinement before the manuscript reaches publishable quality. 1. Strengths The revision demonstrates a clearer narrative and improved coherence, particularly in the introduction and conclusion. The integration of psychological and sociocultural paradigms provides a more compelling theoretical foundation than in the earlier version. Methodologically, the paper now includes greater transparency by detailing the PRISMA process, inter-coder reliability, and data cleaning procedures. The bibliometric mapping across six thematic clusters is systematically presented and offers readers a structured overview of anthropomorphism research between 2010 and 2024. Importantly, the manuscript now provides more nuanced cross-cultural comparisons (e.g., Western vs. Eastern perspectives) and explicitly identifies gaps in the literature, strengthening its scholarly contribution. 2. Areas for Improvement The theoretical framing should be further strengthened by explicitly linking the six identified thematic clusters to the two overarching paradigms of psychological and sociocultural perspectives. At present, the paradigms are introduced conceptually but are not consistently applied to interpret the bibliometric results. Making this connection more explicit would sharpen the paper’s theoretical contribution and show how the bibliometric mapping advances theory. The methodological transparency has improved, but the PRISMA flow diagram should be presented in the main manuscript rather than only in extended data. This would make the inclusion and exclusion process clearer to readers. In addition, definitions of bibliometric techniques such as co-citation, coupling, and co-word density should be explained in plain terms for an interdisciplinary audience. It would also be helpful to briefly justify the exclusive reliance on Scopus and reflect on how the choice of database shapes the findings. The presentation of results remains overly descriptive. Long passages on publication counts, country networks, and journal rankings could be shortened and synthesized. Greater emphasis should be placed on drawing out the theoretical and managerial implications of these patterns rather than reporting statistics in detail. Concise tables or figures could replace lengthy textual descriptions. The discussion section would benefit from a deeper interpretive layer. The manuscript now touches on cultural comparisons, but the implications for theory, practice, and policy need more development. For example, how might cross-cultural variation explain differences across clusters, and what lessons can practitioners draw when designing anthropomorphic strategies in global contexts? Similarly, the conclusion should clarify boundary conditions by identifying when anthropomorphism strengthens consumer trust and when it risks eliciting scepticism or discomfort. The limitations should be discussed in a more direct manner. The restriction to Scopus-indexed, English-language publications risks overrepresenting Western perspectives, which should be acknowledged as a key boundary condition. The authors could also point to the need for multilingual, multi-database reviews to provide a more global and balanced perspective. In addition, clearer directions for future empirical work would strengthen the conclusion—for instance, recommending cross-cultural experiments, longitudinal studies, or sector-specific investigations in tourism, healthcare, and retail. Finally, the manuscript would benefit from careful language editing. Some sentences are overly long and certain terms are inconsistently used. A round of stylistic polishing to correct grammar and improve readability will ensure that the manuscript meets professional standards. 3. Recommendation The manuscript has progressed considerably and offers an informative synthesis of anthropomorphism research. With further revisions—particularly a tighter theoretical linkage, more concise results presentation, and expanded discussion of limitations—the article has strong potential to make a meaningful contribution. I recommend major revision at this stage to allow the authors to fully realize the manuscript’s promise. Competing Interests: No competing interests were disclosed. I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Gong T. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r411741 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-411741 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Version 1 VERSION 1 PUBLISHED 10 Mar 2025 Views 0 Cite How to cite this report: Adyantari A. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.178305.r390874 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v1#referee-response-390874 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 22 Jul 2025 Api Adyantari , Atma Jaya University Yogyakarta, Yogyakarta, Indonesia Approved with Reservations VIEWS 0 https://doi.org/10.5256/f1000research.178305.r390874 Strengths of this article: Timeliness and Relevance : The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope : Covers 2010 to 2024 and includes multiple dimensions (citations, keywords, ... Continue reading READ ALL Strengths of this article: Timeliness and Relevance : The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope : Covers 2010 to 2024 and includes multiple dimensions (citations, keywords, journals, countries). Research clusters and themes: The six thematic areas, such as AI/service robots, branding, chatbot commerce, tourism, consumer perception, and anthropomorphic interaction, are supported by co-word and co-citation analysis results. Use of Bibliometric Tools : Employs VOSviewer and Bibliometrix-R, which are standard tools in the field. Structured Presentation : The article is organized around clear sections, with detailed figures and thematic clustering. Major Concerns: Clarity and Coherence of Argumentation: The introduction outlines the goals well, but kindly give an early statement summarizing what is novel about this review compared to past reviews (e.g., coverage of specific domains, use of particular tools, thematic clusters). There is noticeable repetition, especially when discussing the benefits and risks of anthropomorphism (e.g., the uncanny valley is cited several times in similar ways). Methodology Clarity: Need to include the exact Scopus search string and syntax, and need more clarity about the article's screening process. Kindly describe the data cleaning, deduplication, etc. Strengthen critical analysis in thematic sections: The six cluster themes are informative, but mainly descriptive. Authors can compare and contrast perspectives (e.g., Western vs. Eastern cultural attitudes toward anthropomorphism), and may also explain tensions or gaps in the literature per cluster. Overgeneralized Conclusions : The conclusion implies strong managerial implications, but few concrete links are made between clusters and real-world business applications (e.g., sector-specific cases in retail, healthcare, etc.). Some concluding statements, such as anthropomorphism being a “transformative strategy” in business and “contributing to daily life,” lack direct support from the reviewed data. Rephrase claims to align with the evidence presented. Add citations to support stronger claims. Minor Concerns: There are some minor grammatical issues. Avoid overusing certain phrases. Phrases like “emotional closeness,” “enhances relationship,” and “relevant to technology” are repeated often, suggesting using synonyms to maintain engagement. Summary: This article presents a well-structured and timely bibliometric review on anthropomorphism in the domains of business, management, and accounting. Its strengths lie in the comprehensive scope, methodical use of bibliometric tools, and relevance to ongoing developments in AI and digital marketing. The identification of six major thematic clusters adds value to the literature and helps shape a clearer understanding of the evolving academic landscape. However, several areas require improvement to enhance the article’s rigor and academic contribution. Key concerns include the need for methodological transparency, especially regarding search strategies, data processing, and inclusion criteria, and for more critical depth in discussing thematic findings. The conclusions, while ambitious, should be more tightly anchored to the presented evidence, and overgeneralized claims need to be revised or substantiated. Finally, improving language consistency and reducing repetition will strengthen the overall clarity and readability. With these revisions, the manuscript has the potential to serve as a valuable and credible reference for scholars and practitioners exploring the role of anthropomorphism in modern business contexts. Are the rationale for, and objectives of, the Systematic Review clearly stated? Yes Are sufficient details of the methods and analysis provided to allow replication by others? Yes Is the statistical analysis and its interpretation appropriate? Not applicable Are the conclusions drawn adequately supported by the results presented in the review? Partly If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Not applicable Competing Interests: No competing interests were disclosed. Reviewer Expertise: marketing management, marketing, digital marketing, e-commerce I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Adyantari A. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.178305.r390874 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v1#referee-response-390874 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Author Response 10 Sep 2025 Diesyana Ajeng Pramesti , Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Magelang, Magelang, Indonesia 10 Sep 2025 Author Response Reviewer’s comment : Strengths of this article Timeliness and Relevance: The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope: ... Continue reading Reviewer’s comment : Strengths of this article Timeliness and Relevance: The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope: Covers 2010 to 2024 and includes multiple dimensions (citations, keywords, journals, countries). Research clusters and themes: The six thematic areas, such as AI/service robots, branding, chatbot commerce, tourism, consumer perception, and anthropomorphic interaction, are supported by co-word and co-citation analysis results. Use of Bibliometric Tools: Employs VOSviewer and Bibliometrix-R, which are standard tools in the field. Structured Presentation: The article is organized around clear sections, with detailed figures and thematic clustering. Author’s responses: Strengths of this article We sincerely thank and appreciate to the reviewer for the positive evaluation of our manuscript. We are pleased that the paper’s focus on anthropomorphism is recognized as timely and relevant to ongoing developments in digital marketing, AI, and consumer–brand interaction. We set the time limits (2010-2024) and criteria’s (citations, keywords, journals, countries) to obtain specific and robust results, thereby achieving the objectives of this systematic literature review. We use Bibliometrix-R and VOSviewer to generate more comprehensive findings through the integration of detailed visual representations and systematically organized thematic groupings. --------------------------------------------------------------------------------------------------------------------- Reviewer’s comment : Major Concerns Clarity and Coherence of Argumentation: The introduction outlines the goals well but kindly give an early statement summarizing what is novel about this review compared to past reviews (e.g., coverage of specific domains, use of tools, thematic clusters). There is noticeable repetition, especially when discussing the benefits and risks of anthropomorphism (e.g., the uncanny valley is cited several times in similar ways). Author’s responses: We appreciate the reviewer’s comment regarding the need for clearer articulation of the novelty of our study and improved coherence of argumentation and deleted a noticeable repetition. In response, We have revised the Introduction by adding one paragraph that highlights the distinctive contributions and several sentences in paragraph 5 (orange colour) as follows: This literature review offers a broader and more integrated scope by covering anthropomorphism across multiple applied domains such as branding, retail, service industries, tourism, AI, chatbots, and service robots, while many earlier studies focus on narrower contexts like brand anthropomorphism (Sharma, 2022), hospitality and tourism (Ding, 2022), food marketing (Mishra, 2023), and service robots (Zhang, 2024). To get more comprehensive result, this article employs a dual methodology in bibliometric approach using Bibliometrix-R and VOSviewer to conduct co-word, co-citation, and thematic evolution analyses, complemented by descriptive statistics of citations, keywords, journals, and countries. It is difference with the most prior reviews rely only a single bibliometric tool like PRISMA-based SLRs, or qualitative thematic synthesis without large-scale bibliometric mapping (Sharma & Rahman (2022); Ding et al., (2022); Zhang et al., (2024); Kaifeng & Pengbo (2024); Mishra & Mehta (2023)). This study also explicitly linked to key theoretical frameworks such as mind perception theory, trust theory, and symbolic interactionism, whereas previous works tend to group findings into broad conceptual categories without bibliometric-derived or theory-integrated clustering (Brown et al., 2019; Guido & Peluso, 2015; Payne et al., 2013; Tillery & McGill, 2015). We have eliminated repeated revision to the same concept which previously appeared with similar phrasing, as follows In Introduction section, paragraph 3 page 2: …”significant risks may arise, such as manipulative perceptions, distrust, and even the "uncanny valley"(Mori et al., 2012) , …” changed to while offering notable benefits, anthropomorphism also presents potential drawbacks, such as manipulative perceptions and reduced trust including phenomena further discussed on Anthropomorphism in Branding section.” In Method section, paragraph 1 page 4: …” without risking bias” changed to …” while minimizing potential bias”. In Finding and Discussion section part 4.2.3. Co-word network analysis: Mapping impact through emerging keywords, paragraph 2, page 12: after words "tourism," "technology development," and "hospitality industry," added “which are discussed in detail in the Anthropomorphism in Tourism cluster section” In Finding and Discussion section part 4.4 Promising Research Topics part Consumer Behavior, page 22: after … “uncanny valley” added a sentence “a perceptual drop in positive response when features appear almost, but not fully, humanlike (Mori et al., 2012), as seen in certain brand mascots, virtual influencers, and AI avatars.” In Finding and Discussion section part 4.4 Promising Research Topics part Technology Adoption, page 22: …” risk perception” changed to perceived uncertainty. --------------------------------------------------------------------------------------------------------------------- Methodology Clarity Need to include the exact Scopus search string and syntax, and need more clarity about the article's screening process. Kindly describe the data cleaning, deduplication, etc. Author’s responses: Thank you for valuable suggestion. We agree that transparency in the data collection and cleaning process is essential for reproducibility. Regarding about the exact Scopus search string and syntax, we would like to confirm that syntax already written in the text, in part Bibliometric Technique Used in paragraph 2 page 5 and in Figure 1: ..” words related to anthropomorphism, such as "anthropomophism" OR "anthropomorphisms" AND “brand anthropomorphism” AND “perceived anthropomorphism” AND “product anthropomorphism” AND “human like” AND “Marketing” AND “dehumanization” AND “consumer behavior” AND “communication” AND “persuasion”, were used as keywords. The authors then filtered the data and reviewed each relevant article according to the topic of anthropomorphism with several limitations using the formula YEAR-ABS-KEY ( "2010-2024" ) ) AND ( LIMIT-TO ( SUBJAREA, "BUSI" ) ) AND ( LIMIT-TO ( DOCTYPE, "ar" ) ) AND ( LIMIT-TO ( PUBSTAGE, "final" ) ) AND ( LIMIT-TO ( SRCTYPE, "j" ) ) AND ( LIMIT-TO ( LANGUAGE, "English" ) ).” In the revised manuscript, we have added the explanation of PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, which includes identification, screening, eligibility, and inclusion in paragraph 2 line 3 page 4-5, as follows: The first stage is identification stage, a comprehensive search strategy is implemented across multiple scholarly databases, gray literature sources, and other relevant repositories using predefined keywords to capture all potentially relevant records. Then screening stage, involves the removal of duplicate entries, followed by a preliminary assessment of titles and abstracts to exclude studies that do not meet the broad inclusion criteria. Subsequently, in the eligibility stage, full-text articles of the remaining studies are critically examined against predefined inclusion and exclusion criteria, with reasons for exclusion explicitly documented. The final stage, inclusion, the set of studies that satisfy all eligibility requirements and form the evidence base for data extraction, synthesis, and analysis. This entire process is typically summarized using a PRISMA flow diagram, which presents the number of records at each stage and the rationale for exclusions, thereby enhancing the clarity and traceability of the review methodology (Figure 1). After the final stage, the author still carried out final checking regarding manual data cleaning which includes duplication , keyword harmonization, and metadata correction. --------------------------------------------------------------------------------------------------------------------- Strengthen critical analysis in thematic sections The six cluster themes are informative, but mainly descriptive. Authors can compare perspectives (e.g., Western vs. Eastern cultural attitudes toward anthropomorphism) and may also explain tensions or gaps in the literature per cluster. Author’s responses: Thank you for this valuable recommendation. In response, we have revised the discussion of each of the six clusters as follows: We added several sentences in the earlier paragraph in page 14 line 6. These interactions are influenced by consumers' cultural backgrounds. Cultural context significantly shapes attitudes toward anthropomorphism, both in branding strategy, technology, and consumer behavior (Baskentli et al, 2023; Spatola et al, 2022). Culture influences consumer acceptance and perceived effectiveness of human-like design features. In every cluster, we are adding explanation with two perspectives of culture. AI and service robotics: Advancing human-robot collaboration (sub section research clusters on anthropomorphism part AI and service robotics: advancing human-robot collaboration, paragraph 2 and 3 page 14-15) Although research from 2020–2025 shows increasing interest in human-robot collaboration, most studies still focus on technical aspects, efficiency, and general user acceptance. However, there is a gap in cross-cultural understanding of how anthropomorphism influences perceptions of trust and acceptance of service robots across contexts (Gajić et al., 2024). In the realm of AI and service robotics, cultural orientation significantly shapes responses to anthropomorphic designs. In Western contexts, a pragmatic and utilitarian mindset predominates anthropomorphic features are embraced when they enhance usability, task efficiency, and trust, yet designers remain cautious of designs that verge on excessive human likeness due to the "uncanny valley" phenomenon—an effect whereby entities that appear almost, but not entirely, human elicit perceptual discomfort and unease (Gee, F.C. & Browne, et al, 2005; Castelo, N., Sarvary, M, 2022). In contrast, Eastern cultures particularly in Japan, are deeply influenced by animist traditions and philosophies such as Shintoism and Confucian collectivism, which foster a worldview where non-human entities are perceived as animated and integral to social harmony (Spatola et al, 2022). Consequently, humanlike robots are more readily accepted as collaborative partners rather than mere tools, facilitating harmonious human–robot relationships grounded in cultural affinity and relational cognition. Anthropomorphism in branding (sub section research clusters on anthropomorphism part anthropomorphism in branding, paragraph 2 page 15) Western consumers appreciate anthropomorphic mascots and virtual influencers for their ability to create emotional resonance, yet they tend to guard against brand dilution and manipulative perceptions, prioritizing alignment with individuality and consumer autonomy. Eastern consumers, by contrast, often interpret humanlike brand imagery as a sign of approachability and communal harmony, with anthropomorphic branding strengthening long-term loyalty and trust in line with collectivist social norms. Anthropomorphic AI interactions (sub section research clusters on anthropomorphism part anthropomorphism in AI interactions, paragraph 3 and 3 page 16) Western audiences generally accept human-like AI when it serves functional and experiential purposes. However, they may be uncomfortable with excessive emotionality, citing privacy and ethical concerns. However, Eastern audiences tend to be more comfortable with emotionally expressive AI, viewing it as a legitimate social actor that facilitates relational engagement, reflecting a cultural openness to the integration of human and non-human agency. Anthropomorphized AI interactions have been widely researched in the context of chatbots, voice assistants, and recommendation systems. However, significant gaps exist in understanding the long-term psychological impact of these interactions, particularly regarding dependency, blind trust, or potential consumer manipulation. Most studies are still short-term experimental (Zheng et al., 2022). Anthropomorphism and consumer perception (sub section research clusters on anthropomorphism part anthropomorphism and consumer perception, paragraph 2 page 17) Given the perceptions of Western consumers, who often evaluate anthropomorphic cues based on their impact on autonomy and authenticity, excessive use risks skepticism or perceptions of manipulation. Such perceptions may lead consumers to question the credibility of the brand, thereby weakening trust and reducing long-term engagement (Goel, P., & Garg, A., 2025). Contrast to Eastern consumer perceptions, such gestures are generally viewed as genuine attempts to build trust and harmony, in line with cultural expectations of warmth, friendliness, and caring from brands and products. Recent research has confirmed that anthropomorphism can enhance trust, emotional intimacy, and consumer loyalty. However, the psychological mechanisms that differ across consumer segments (e.g., age, gender, and culture) remain underexplored. Some studies only address general effects without distinguishing perception dynamics in emerging markets (Lee & Lalwani, 2024). Anthropomorphism in tourism (sub section research clusters on anthropomorphism part anthropomorphism in tourism, paragraph 3 page 17-18) Western markets often use anthropomorphic storytelling in ecotourism or heritage promotion, but emphasize realism, accuracy, and cultural sensitivity to avoid undermining local traditions. Eastern tourism strategies, on the other hand, embrace anthropomorphic characters—such as animal mascots or mythological figures—as an integral part of conveying cultural values, hospitality, and emotional connection to the destination, rooted in a long-standing tradition of personified narratives. The use of anthropomorphism in tourism and hospitality destinations (e.g., robot receptionists or hotel chatbots) is beginning to be explored, but research remains limited to technical issues and service satisfaction, with little attention paid to the emotional and cultural dimensions of tourists. The lack of cross-national comparative studies also highlights a gap in understanding whether anthropomorphism is more effective in collectivist (Eastern) versus individualist (Western) cultures (Gajić et al., 2024). This distinction is crucial when employing anthropomorphic strategies in tourism development. Chatbots in commerce (sub section research clusters on anthropomorphism part chatbots in commerce, paragraph 1 and 2 page 18) However, when using chatbots in communication with humans, consideration must also be given to the consumer's background. Western consumers focus on speed, accuracy, and problem-solving abilities, welcoming anthropomorphic features such as names or avatars only if they enhance the user experience without sacrificing efficiency. Eastern consumers often respond to chatbots with friendly, human-like personalities that adhere to norms of interpersonal politeness, using anthropomorphic designs to build rapport, reduce perceived social distance, and encourage repeat interactions. However, it is also important to consider and understand the negative effects such as over trust, perceived manipulation, and consumer fatigue that result from intensive interactions with chatbots. There is still limited research linking chatbot anthropomorphism with long-term purchasing behavior and the sustainability of customer relationships (Fan et al., 2024), so the effectiveness of anthropomorphic chatbots in increasing customer satisfaction remains questionable. --------------------------------------------------------------------------------------------------------------------- Overgeneralized Conclusions The conclusion implies strong managerial implications, but few concrete links are made between clusters and real-world business applications (e.g., sector-specific cases in retail, healthcare, etc.). Some concluding statements, such as anthropomorphism being a “transformative strategy” in business and “contributing to daily life,” lack direct support from the reviewed data. Rephrase claims to align with the evidence presented. Add citations to support stronger claims. Author’s responses: We thank the reviewer for highlighting the need to align our conclusions more closely with the reviewed data and to ground our managerial implications in real-world examples. We try to rewrite the conclusion according to the directions. Reviewer’s comment : Minor Concerns Reviewer’s comment : There are some minor grammatical issues. Avoid overusing certain phrases. Phrases like “emotional closeness,” “enhances relationship,” and “relevant to technology” are repeated often, suggesting using synonyms to maintain engagement. Authors’s response: Thank you for your valuable feedback regarding the language and grammar. We have carefully revised the manuscript by removing repetitive phrases and replacing them with alternative expressions to improve readability, while ensuring that the original meaning and intended arguments remain unchanged. We only used Frase “emotional closeness” only in Literature Review, paragraph 2 line 5 page 4 . We changed others to “emotional attachment” in sub section Research Clusters on Anthropomorphism, sub-sub section Anthropomorphism and consumer perception, paragraph 1 line 5 page 17 and “emotional intimacy” in paragraph 2 line 8 page 17 --------------------------------------------------------------------------------------------------------------------- Addition References: Spatola, N., Marchesi, S., & Wykowska, A. (2022). The personality of anthropomorphism: How the need for cognition and the need for closure define attitudes and anthropomorphic attributions toward robots. Frontiers in Robotics and AI, 9, 863319. https://doi.org/10.3389/frobt.2022.863319 Castelo, N., Sarvary, M (2022). Cross-Cultural Differences in Comfort with Humanlike Robots. Int J of Soc Robotics 14, 1865–1873. https://doi.org/10.1007/s12369-022-00920-y Fan, W., Osman, S., Zainudin, N., & Yao, P. (2024). How information and communication overload affect consumers’ platform switching behavior in social commerce. Heliyon, 10 (10). Gajić, T., Vukolić, D., Bugarčić, J., Đoković, F., Spasojević, A., Knežević, S., ... & Dávid, L. D. (2024). The adoption of artificial intelligence in Serbian hospitality: A potential path to sustainable practice. Sustainability, 16 (8), 3172. Gee, F.C. & Browne, Will & Kawamura, Kazuhiko. (2005). Uncanny valley revisited. 151 - 157. 10.1109/ROMAN.2005.1513772. Kim, J. J. (2024). Brand portfolio extension of international hotel chains: A perspective on consumer confusion and consumer decision-making process. International Journal of Contemporary Hospitality Management, 36 (9), 3093–3111. Lee, H., & Lalwani, A. (2023). Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics. Journal of Marketing Research, 61, 349 - 367. https://doi.org/10.1177/00222437231182600 . Mori, M., MacDorman, K., & Kageki, N. (2012). The Uncanny Valley [From the Field]. IEEE Robotics & Automation Magazine, 19, 98–100. https://doi.org/10.1109/MRA.2012.2192811 Zheng, H., & Jiang, S. (2022). Linking the pathway from exposure to online vaccine information to cyberchondria during the COVID-19 pandemic: A moderated mediation model. Cyberpsychology, Behavior, and Social Networking, 25 (10), 625–633. Ding, A., Lee, R. H., Legendre, T. S., & Madera, J. (2022). Anthropomorphism in hospitality and tourism: A systematic review and agenda for future research. Journal of Hospitality and Tourism Management , 52 , 404–415. https://doi.org/10.1016/j.jhtm.2022.07.018 Kaifeng, L., & Pengbo, S. (2024). Effectiveness of facial anthropomorphism design for improving multimedia learning outcomes: Systematic review and meta-analysis. Smart Learning Environments , 11 (1), 42. https://doi.org/10.1186/s40561-024-00332-7 Mishra, R., & Mehta, R. (2023). The effects of food anthropomorphism on consumer behavior: A systematic literature review with integrative framework and future research directions. Appetite , 190 , 107035. https://doi.org/10.1016/j.appet.2023.107035 Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete? Industrial Marketing Management, 77, 155–169. https://doi.org/10.1016/j.indmarman.2018.10.005 Tillery, M., & McGill, A. L. (2015). Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers. Journal of Marketing, 79(4), 94–110. https://doi.org/10.1509/jm.12.0166 Goel, P., & Garg, A. (2025). Virtual personalities, real bonds: anthropomorphised virtual influencers’ impact on trust and engagement. Journal of Consumer Marketing. https://doi.org/10.1108/jcm-05-2024-6915. Reviewer’s comment : Strengths of this article Timeliness and Relevance: The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope: Covers 2010 to 2024 and includes multiple dimensions (citations, keywords, journals, countries). Research clusters and themes: The six thematic areas, such as AI/service robots, branding, chatbot commerce, tourism, consumer perception, and anthropomorphic interaction, are supported by co-word and co-citation analysis results. Use of Bibliometric Tools: Employs VOSviewer and Bibliometrix-R, which are standard tools in the field. Structured Presentation: The article is organized around clear sections, with detailed figures and thematic clustering. Author’s responses: Strengths of this article We sincerely thank and appreciate to the reviewer for the positive evaluation of our manuscript. We are pleased that the paper’s focus on anthropomorphism is recognized as timely and relevant to ongoing developments in digital marketing, AI, and consumer–brand interaction. We set the time limits (2010-2024) and criteria’s (citations, keywords, journals, countries) to obtain specific and robust results, thereby achieving the objectives of this systematic literature review. We use Bibliometrix-R and VOSviewer to generate more comprehensive findings through the integration of detailed visual representations and systematically organized thematic groupings. --------------------------------------------------------------------------------------------------------------------- Reviewer’s comment : Major Concerns Clarity and Coherence of Argumentation: The introduction outlines the goals well but kindly give an early statement summarizing what is novel about this review compared to past reviews (e.g., coverage of specific domains, use of tools, thematic clusters). There is noticeable repetition, especially when discussing the benefits and risks of anthropomorphism (e.g., the uncanny valley is cited several times in similar ways). Author’s responses: We appreciate the reviewer’s comment regarding the need for clearer articulation of the novelty of our study and improved coherence of argumentation and deleted a noticeable repetition. In response, We have revised the Introduction by adding one paragraph that highlights the distinctive contributions and several sentences in paragraph 5 (orange colour) as follows: This literature review offers a broader and more integrated scope by covering anthropomorphism across multiple applied domains such as branding, retail, service industries, tourism, AI, chatbots, and service robots, while many earlier studies focus on narrower contexts like brand anthropomorphism (Sharma, 2022), hospitality and tourism (Ding, 2022), food marketing (Mishra, 2023), and service robots (Zhang, 2024). To get more comprehensive result, this article employs a dual methodology in bibliometric approach using Bibliometrix-R and VOSviewer to conduct co-word, co-citation, and thematic evolution analyses, complemented by descriptive statistics of citations, keywords, journals, and countries. It is difference with the most prior reviews rely only a single bibliometric tool like PRISMA-based SLRs, or qualitative thematic synthesis without large-scale bibliometric mapping (Sharma & Rahman (2022); Ding et al., (2022); Zhang et al., (2024); Kaifeng & Pengbo (2024); Mishra & Mehta (2023)). This study also explicitly linked to key theoretical frameworks such as mind perception theory, trust theory, and symbolic interactionism, whereas previous works tend to group findings into broad conceptual categories without bibliometric-derived or theory-integrated clustering (Brown et al., 2019; Guido & Peluso, 2015; Payne et al., 2013; Tillery & McGill, 2015). We have eliminated repeated revision to the same concept which previously appeared with similar phrasing, as follows In Introduction section, paragraph 3 page 2: …”significant risks may arise, such as manipulative perceptions, distrust, and even the "uncanny valley"(Mori et al., 2012) , …” changed to while offering notable benefits, anthropomorphism also presents potential drawbacks, such as manipulative perceptions and reduced trust including phenomena further discussed on Anthropomorphism in Branding section.” In Method section, paragraph 1 page 4: …” without risking bias” changed to …” while minimizing potential bias”. In Finding and Discussion section part 4.2.3. Co-word network analysis: Mapping impact through emerging keywords, paragraph 2, page 12: after words "tourism," "technology development," and "hospitality industry," added “which are discussed in detail in the Anthropomorphism in Tourism cluster section” In Finding and Discussion section part 4.4 Promising Research Topics part Consumer Behavior, page 22: after … “uncanny valley” added a sentence “a perceptual drop in positive response when features appear almost, but not fully, humanlike (Mori et al., 2012), as seen in certain brand mascots, virtual influencers, and AI avatars.” In Finding and Discussion section part 4.4 Promising Research Topics part Technology Adoption, page 22: …” risk perception” changed to perceived uncertainty. --------------------------------------------------------------------------------------------------------------------- Methodology Clarity Need to include the exact Scopus search string and syntax, and need more clarity about the article's screening process. Kindly describe the data cleaning, deduplication, etc. Author’s responses: Thank you for valuable suggestion. We agree that transparency in the data collection and cleaning process is essential for reproducibility. Regarding about the exact Scopus search string and syntax, we would like to confirm that syntax already written in the text, in part Bibliometric Technique Used in paragraph 2 page 5 and in Figure 1: ..” words related to anthropomorphism, such as "anthropomophism" OR "anthropomorphisms" AND “brand anthropomorphism” AND “perceived anthropomorphism” AND “product anthropomorphism” AND “human like” AND “Marketing” AND “dehumanization” AND “consumer behavior” AND “communication” AND “persuasion”, were used as keywords. The authors then filtered the data and reviewed each relevant article according to the topic of anthropomorphism with several limitations using the formula YEAR-ABS-KEY ( "2010-2024" ) ) AND ( LIMIT-TO ( SUBJAREA, "BUSI" ) ) AND ( LIMIT-TO ( DOCTYPE, "ar" ) ) AND ( LIMIT-TO ( PUBSTAGE, "final" ) ) AND ( LIMIT-TO ( SRCTYPE, "j" ) ) AND ( LIMIT-TO ( LANGUAGE, "English" ) ).” In the revised manuscript, we have added the explanation of PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, which includes identification, screening, eligibility, and inclusion in paragraph 2 line 3 page 4-5, as follows: The first stage is identification stage, a comprehensive search strategy is implemented across multiple scholarly databases, gray literature sources, and other relevant repositories using predefined keywords to capture all potentially relevant records. Then screening stage, involves the removal of duplicate entries, followed by a preliminary assessment of titles and abstracts to exclude studies that do not meet the broad inclusion criteria. Subsequently, in the eligibility stage, full-text articles of the remaining studies are critically examined against predefined inclusion and exclusion criteria, with reasons for exclusion explicitly documented. The final stage, inclusion, the set of studies that satisfy all eligibility requirements and form the evidence base for data extraction, synthesis, and analysis. This entire process is typically summarized using a PRISMA flow diagram, which presents the number of records at each stage and the rationale for exclusions, thereby enhancing the clarity and traceability of the review methodology (Figure 1). After the final stage, the author still carried out final checking regarding manual data cleaning which includes duplication , keyword harmonization, and metadata correction. --------------------------------------------------------------------------------------------------------------------- Strengthen critical analysis in thematic sections The six cluster themes are informative, but mainly descriptive. Authors can compare perspectives (e.g., Western vs. Eastern cultural attitudes toward anthropomorphism) and may also explain tensions or gaps in the literature per cluster. Author’s responses: Thank you for this valuable recommendation. In response, we have revised the discussion of each of the six clusters as follows: We added several sentences in the earlier paragraph in page 14 line 6. These interactions are influenced by consumers' cultural backgrounds. Cultural context significantly shapes attitudes toward anthropomorphism, both in branding strategy, technology, and consumer behavior (Baskentli et al, 2023; Spatola et al, 2022). Culture influences consumer acceptance and perceived effectiveness of human-like design features. In every cluster, we are adding explanation with two perspectives of culture. AI and service robotics: Advancing human-robot collaboration (sub section research clusters on anthropomorphism part AI and service robotics: advancing human-robot collaboration, paragraph 2 and 3 page 14-15) Although research from 2020–2025 shows increasing interest in human-robot collaboration, most studies still focus on technical aspects, efficiency, and general user acceptance. However, there is a gap in cross-cultural understanding of how anthropomorphism influences perceptions of trust and acceptance of service robots across contexts (Gajić et al., 2024). In the realm of AI and service robotics, cultural orientation significantly shapes responses to anthropomorphic designs. In Western contexts, a pragmatic and utilitarian mindset predominates anthropomorphic features are embraced when they enhance usability, task efficiency, and trust, yet designers remain cautious of designs that verge on excessive human likeness due to the "uncanny valley" phenomenon—an effect whereby entities that appear almost, but not entirely, human elicit perceptual discomfort and unease (Gee, F.C. & Browne, et al, 2005; Castelo, N., Sarvary, M, 2022). In contrast, Eastern cultures particularly in Japan, are deeply influenced by animist traditions and philosophies such as Shintoism and Confucian collectivism, which foster a worldview where non-human entities are perceived as animated and integral to social harmony (Spatola et al, 2022). Consequently, humanlike robots are more readily accepted as collaborative partners rather than mere tools, facilitating harmonious human–robot relationships grounded in cultural affinity and relational cognition. Anthropomorphism in branding (sub section research clusters on anthropomorphism part anthropomorphism in branding, paragraph 2 page 15) Western consumers appreciate anthropomorphic mascots and virtual influencers for their ability to create emotional resonance, yet they tend to guard against brand dilution and manipulative perceptions, prioritizing alignment with individuality and consumer autonomy. Eastern consumers, by contrast, often interpret humanlike brand imagery as a sign of approachability and communal harmony, with anthropomorphic branding strengthening long-term loyalty and trust in line with collectivist social norms. Anthropomorphic AI interactions (sub section research clusters on anthropomorphism part anthropomorphism in AI interactions, paragraph 3 and 3 page 16) Western audiences generally accept human-like AI when it serves functional and experiential purposes. However, they may be uncomfortable with excessive emotionality, citing privacy and ethical concerns. However, Eastern audiences tend to be more comfortable with emotionally expressive AI, viewing it as a legitimate social actor that facilitates relational engagement, reflecting a cultural openness to the integration of human and non-human agency. Anthropomorphized AI interactions have been widely researched in the context of chatbots, voice assistants, and recommendation systems. However, significant gaps exist in understanding the long-term psychological impact of these interactions, particularly regarding dependency, blind trust, or potential consumer manipulation. Most studies are still short-term experimental (Zheng et al., 2022). Anthropomorphism and consumer perception (sub section research clusters on anthropomorphism part anthropomorphism and consumer perception, paragraph 2 page 17) Given the perceptions of Western consumers, who often evaluate anthropomorphic cues based on their impact on autonomy and authenticity, excessive use risks skepticism or perceptions of manipulation. Such perceptions may lead consumers to question the credibility of the brand, thereby weakening trust and reducing long-term engagement (Goel, P., & Garg, A., 2025). Contrast to Eastern consumer perceptions, such gestures are generally viewed as genuine attempts to build trust and harmony, in line with cultural expectations of warmth, friendliness, and caring from brands and products. Recent research has confirmed that anthropomorphism can enhance trust, emotional intimacy, and consumer loyalty. However, the psychological mechanisms that differ across consumer segments (e.g., age, gender, and culture) remain underexplored. Some studies only address general effects without distinguishing perception dynamics in emerging markets (Lee & Lalwani, 2024). Anthropomorphism in tourism (sub section research clusters on anthropomorphism part anthropomorphism in tourism, paragraph 3 page 17-18) Western markets often use anthropomorphic storytelling in ecotourism or heritage promotion, but emphasize realism, accuracy, and cultural sensitivity to avoid undermining local traditions. Eastern tourism strategies, on the other hand, embrace anthropomorphic characters—such as animal mascots or mythological figures—as an integral part of conveying cultural values, hospitality, and emotional connection to the destination, rooted in a long-standing tradition of personified narratives. The use of anthropomorphism in tourism and hospitality destinations (e.g., robot receptionists or hotel chatbots) is beginning to be explored, but research remains limited to technical issues and service satisfaction, with little attention paid to the emotional and cultural dimensions of tourists. The lack of cross-national comparative studies also highlights a gap in understanding whether anthropomorphism is more effective in collectivist (Eastern) versus individualist (Western) cultures (Gajić et al., 2024). This distinction is crucial when employing anthropomorphic strategies in tourism development. Chatbots in commerce (sub section research clusters on anthropomorphism part chatbots in commerce, paragraph 1 and 2 page 18) However, when using chatbots in communication with humans, consideration must also be given to the consumer's background. Western consumers focus on speed, accuracy, and problem-solving abilities, welcoming anthropomorphic features such as names or avatars only if they enhance the user experience without sacrificing efficiency. Eastern consumers often respond to chatbots with friendly, human-like personalities that adhere to norms of interpersonal politeness, using anthropomorphic designs to build rapport, reduce perceived social distance, and encourage repeat interactions. However, it is also important to consider and understand the negative effects such as over trust, perceived manipulation, and consumer fatigue that result from intensive interactions with chatbots. There is still limited research linking chatbot anthropomorphism with long-term purchasing behavior and the sustainability of customer relationships (Fan et al., 2024), so the effectiveness of anthropomorphic chatbots in increasing customer satisfaction remains questionable. --------------------------------------------------------------------------------------------------------------------- Overgeneralized Conclusions The conclusion implies strong managerial implications, but few concrete links are made between clusters and real-world business applications (e.g., sector-specific cases in retail, healthcare, etc.). Some concluding statements, such as anthropomorphism being a “transformative strategy” in business and “contributing to daily life,” lack direct support from the reviewed data. Rephrase claims to align with the evidence presented. Add citations to support stronger claims. Author’s responses: We thank the reviewer for highlighting the need to align our conclusions more closely with the reviewed data and to ground our managerial implications in real-world examples. We try to rewrite the conclusion according to the directions. Reviewer’s comment : Minor Concerns Reviewer’s comment : There are some minor grammatical issues. Avoid overusing certain phrases. Phrases like “emotional closeness,” “enhances relationship,” and “relevant to technology” are repeated often, suggesting using synonyms to maintain engagement. Authors’s response: Thank you for your valuable feedback regarding the language and grammar. We have carefully revised the manuscript by removing repetitive phrases and replacing them with alternative expressions to improve readability, while ensuring that the original meaning and intended arguments remain unchanged. We only used Frase “emotional closeness” only in Literature Review, paragraph 2 line 5 page 4 . We changed others to “emotional attachment” in sub section Research Clusters on Anthropomorphism, sub-sub section Anthropomorphism and consumer perception, paragraph 1 line 5 page 17 and “emotional intimacy” in paragraph 2 line 8 page 17 --------------------------------------------------------------------------------------------------------------------- Addition References: Spatola, N., Marchesi, S., & Wykowska, A. (2022). The personality of anthropomorphism: How the need for cognition and the need for closure define attitudes and anthropomorphic attributions toward robots. Frontiers in Robotics and AI, 9, 863319. https://doi.org/10.3389/frobt.2022.863319 Castelo, N., Sarvary, M (2022). Cross-Cultural Differences in Comfort with Humanlike Robots. Int J of Soc Robotics 14, 1865–1873. https://doi.org/10.1007/s12369-022-00920-y Fan, W., Osman, S., Zainudin, N., & Yao, P. (2024). How information and communication overload affect consumers’ platform switching behavior in social commerce. Heliyon, 10 (10). Gajić, T., Vukolić, D., Bugarčić, J., Đoković, F., Spasojević, A., Knežević, S., ... & Dávid, L. D. (2024). The adoption of artificial intelligence in Serbian hospitality: A potential path to sustainable practice. Sustainability, 16 (8), 3172. Gee, F.C. & Browne, Will & Kawamura, Kazuhiko. (2005). Uncanny valley revisited. 151 - 157. 10.1109/ROMAN.2005.1513772. Kim, J. J. (2024). Brand portfolio extension of international hotel chains: A perspective on consumer confusion and consumer decision-making process. International Journal of Contemporary Hospitality Management, 36 (9), 3093–3111. Lee, H., & Lalwani, A. (2023). Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics. Journal of Marketing Research, 61, 349 - 367. https://doi.org/10.1177/00222437231182600 . Mori, M., MacDorman, K., & Kageki, N. (2012). The Uncanny Valley [From the Field]. IEEE Robotics & Automation Magazine, 19, 98–100. https://doi.org/10.1109/MRA.2012.2192811 Zheng, H., & Jiang, S. (2022). Linking the pathway from exposure to online vaccine information to cyberchondria during the COVID-19 pandemic: A moderated mediation model. Cyberpsychology, Behavior, and Social Networking, 25 (10), 625–633. Ding, A., Lee, R. H., Legendre, T. S., & Madera, J. (2022). Anthropomorphism in hospitality and tourism: A systematic review and agenda for future research. Journal of Hospitality and Tourism Management , 52 , 404–415. https://doi.org/10.1016/j.jhtm.2022.07.018 Kaifeng, L., & Pengbo, S. (2024). Effectiveness of facial anthropomorphism design for improving multimedia learning outcomes: Systematic review and meta-analysis. Smart Learning Environments , 11 (1), 42. https://doi.org/10.1186/s40561-024-00332-7 Mishra, R., & Mehta, R. (2023). The effects of food anthropomorphism on consumer behavior: A systematic literature review with integrative framework and future research directions. Appetite , 190 , 107035. https://doi.org/10.1016/j.appet.2023.107035 Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete? Industrial Marketing Management, 77, 155–169. https://doi.org/10.1016/j.indmarman.2018.10.005 Tillery, M., & McGill, A. L. (2015). Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers. Journal of Marketing, 79(4), 94–110. https://doi.org/10.1509/jm.12.0166 Goel, P., & Garg, A. (2025). Virtual personalities, real bonds: anthropomorphised virtual influencers’ impact on trust and engagement. Journal of Consumer Marketing. https://doi.org/10.1108/jcm-05-2024-6915. Competing Interests: No conflicts of interest Close Report a concern Respond or Comment COMMENTS ON THIS REPORT Author Response 10 Sep 2025 Diesyana Ajeng Pramesti , Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Magelang, Magelang, Indonesia 10 Sep 2025 Author Response Reviewer’s comment : Strengths of this article Timeliness and Relevance: The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope: ... Continue reading Reviewer’s comment : Strengths of this article Timeliness and Relevance: The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope: Covers 2010 to 2024 and includes multiple dimensions (citations, keywords, journals, countries). Research clusters and themes: The six thematic areas, such as AI/service robots, branding, chatbot commerce, tourism, consumer perception, and anthropomorphic interaction, are supported by co-word and co-citation analysis results. Use of Bibliometric Tools: Employs VOSviewer and Bibliometrix-R, which are standard tools in the field. Structured Presentation: The article is organized around clear sections, with detailed figures and thematic clustering. Author’s responses: Strengths of this article We sincerely thank and appreciate to the reviewer for the positive evaluation of our manuscript. We are pleased that the paper’s focus on anthropomorphism is recognized as timely and relevant to ongoing developments in digital marketing, AI, and consumer–brand interaction. We set the time limits (2010-2024) and criteria’s (citations, keywords, journals, countries) to obtain specific and robust results, thereby achieving the objectives of this systematic literature review. We use Bibliometrix-R and VOSviewer to generate more comprehensive findings through the integration of detailed visual representations and systematically organized thematic groupings. --------------------------------------------------------------------------------------------------------------------- Reviewer’s comment : Major Concerns Clarity and Coherence of Argumentation: The introduction outlines the goals well but kindly give an early statement summarizing what is novel about this review compared to past reviews (e.g., coverage of specific domains, use of tools, thematic clusters). There is noticeable repetition, especially when discussing the benefits and risks of anthropomorphism (e.g., the uncanny valley is cited several times in similar ways). Author’s responses: We appreciate the reviewer’s comment regarding the need for clearer articulation of the novelty of our study and improved coherence of argumentation and deleted a noticeable repetition. In response, We have revised the Introduction by adding one paragraph that highlights the distinctive contributions and several sentences in paragraph 5 (orange colour) as follows: This literature review offers a broader and more integrated scope by covering anthropomorphism across multiple applied domains such as branding, retail, service industries, tourism, AI, chatbots, and service robots, while many earlier studies focus on narrower contexts like brand anthropomorphism (Sharma, 2022), hospitality and tourism (Ding, 2022), food marketing (Mishra, 2023), and service robots (Zhang, 2024). To get more comprehensive result, this article employs a dual methodology in bibliometric approach using Bibliometrix-R and VOSviewer to conduct co-word, co-citation, and thematic evolution analyses, complemented by descriptive statistics of citations, keywords, journals, and countries. It is difference with the most prior reviews rely only a single bibliometric tool like PRISMA-based SLRs, or qualitative thematic synthesis without large-scale bibliometric mapping (Sharma & Rahman (2022); Ding et al., (2022); Zhang et al., (2024); Kaifeng & Pengbo (2024); Mishra & Mehta (2023)). This study also explicitly linked to key theoretical frameworks such as mind perception theory, trust theory, and symbolic interactionism, whereas previous works tend to group findings into broad conceptual categories without bibliometric-derived or theory-integrated clustering (Brown et al., 2019; Guido & Peluso, 2015; Payne et al., 2013; Tillery & McGill, 2015). We have eliminated repeated revision to the same concept which previously appeared with similar phrasing, as follows In Introduction section, paragraph 3 page 2: …”significant risks may arise, such as manipulative perceptions, distrust, and even the "uncanny valley"(Mori et al., 2012) , …” changed to while offering notable benefits, anthropomorphism also presents potential drawbacks, such as manipulative perceptions and reduced trust including phenomena further discussed on Anthropomorphism in Branding section.” In Method section, paragraph 1 page 4: …” without risking bias” changed to …” while minimizing potential bias”. In Finding and Discussion section part 4.2.3. Co-word network analysis: Mapping impact through emerging keywords, paragraph 2, page 12: after words "tourism," "technology development," and "hospitality industry," added “which are discussed in detail in the Anthropomorphism in Tourism cluster section” In Finding and Discussion section part 4.4 Promising Research Topics part Consumer Behavior, page 22: after … “uncanny valley” added a sentence “a perceptual drop in positive response when features appear almost, but not fully, humanlike (Mori et al., 2012), as seen in certain brand mascots, virtual influencers, and AI avatars.” In Finding and Discussion section part 4.4 Promising Research Topics part Technology Adoption, page 22: …” risk perception” changed to perceived uncertainty. --------------------------------------------------------------------------------------------------------------------- Methodology Clarity Need to include the exact Scopus search string and syntax, and need more clarity about the article's screening process. Kindly describe the data cleaning, deduplication, etc. Author’s responses: Thank you for valuable suggestion. We agree that transparency in the data collection and cleaning process is essential for reproducibility. Regarding about the exact Scopus search string and syntax, we would like to confirm that syntax already written in the text, in part Bibliometric Technique Used in paragraph 2 page 5 and in Figure 1: ..” words related to anthropomorphism, such as "anthropomophism" OR "anthropomorphisms" AND “brand anthropomorphism” AND “perceived anthropomorphism” AND “product anthropomorphism” AND “human like” AND “Marketing” AND “dehumanization” AND “consumer behavior” AND “communication” AND “persuasion”, were used as keywords. The authors then filtered the data and reviewed each relevant article according to the topic of anthropomorphism with several limitations using the formula YEAR-ABS-KEY ( "2010-2024" ) ) AND ( LIMIT-TO ( SUBJAREA, "BUSI" ) ) AND ( LIMIT-TO ( DOCTYPE, "ar" ) ) AND ( LIMIT-TO ( PUBSTAGE, "final" ) ) AND ( LIMIT-TO ( SRCTYPE, "j" ) ) AND ( LIMIT-TO ( LANGUAGE, "English" ) ).” In the revised manuscript, we have added the explanation of PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, which includes identification, screening, eligibility, and inclusion in paragraph 2 line 3 page 4-5, as follows: The first stage is identification stage, a comprehensive search strategy is implemented across multiple scholarly databases, gray literature sources, and other relevant repositories using predefined keywords to capture all potentially relevant records. Then screening stage, involves the removal of duplicate entries, followed by a preliminary assessment of titles and abstracts to exclude studies that do not meet the broad inclusion criteria. Subsequently, in the eligibility stage, full-text articles of the remaining studies are critically examined against predefined inclusion and exclusion criteria, with reasons for exclusion explicitly documented. The final stage, inclusion, the set of studies that satisfy all eligibility requirements and form the evidence base for data extraction, synthesis, and analysis. This entire process is typically summarized using a PRISMA flow diagram, which presents the number of records at each stage and the rationale for exclusions, thereby enhancing the clarity and traceability of the review methodology (Figure 1). After the final stage, the author still carried out final checking regarding manual data cleaning which includes duplication , keyword harmonization, and metadata correction. --------------------------------------------------------------------------------------------------------------------- Strengthen critical analysis in thematic sections The six cluster themes are informative, but mainly descriptive. Authors can compare perspectives (e.g., Western vs. Eastern cultural attitudes toward anthropomorphism) and may also explain tensions or gaps in the literature per cluster. Author’s responses: Thank you for this valuable recommendation. In response, we have revised the discussion of each of the six clusters as follows: We added several sentences in the earlier paragraph in page 14 line 6. These interactions are influenced by consumers' cultural backgrounds. Cultural context significantly shapes attitudes toward anthropomorphism, both in branding strategy, technology, and consumer behavior (Baskentli et al, 2023; Spatola et al, 2022). Culture influences consumer acceptance and perceived effectiveness of human-like design features. In every cluster, we are adding explanation with two perspectives of culture. AI and service robotics: Advancing human-robot collaboration (sub section research clusters on anthropomorphism part AI and service robotics: advancing human-robot collaboration, paragraph 2 and 3 page 14-15) Although research from 2020–2025 shows increasing interest in human-robot collaboration, most studies still focus on technical aspects, efficiency, and general user acceptance. However, there is a gap in cross-cultural understanding of how anthropomorphism influences perceptions of trust and acceptance of service robots across contexts (Gajić et al., 2024). In the realm of AI and service robotics, cultural orientation significantly shapes responses to anthropomorphic designs. In Western contexts, a pragmatic and utilitarian mindset predominates anthropomorphic features are embraced when they enhance usability, task efficiency, and trust, yet designers remain cautious of designs that verge on excessive human likeness due to the "uncanny valley" phenomenon—an effect whereby entities that appear almost, but not entirely, human elicit perceptual discomfort and unease (Gee, F.C. & Browne, et al, 2005; Castelo, N., Sarvary, M, 2022). In contrast, Eastern cultures particularly in Japan, are deeply influenced by animist traditions and philosophies such as Shintoism and Confucian collectivism, which foster a worldview where non-human entities are perceived as animated and integral to social harmony (Spatola et al, 2022). Consequently, humanlike robots are more readily accepted as collaborative partners rather than mere tools, facilitating harmonious human–robot relationships grounded in cultural affinity and relational cognition. Anthropomorphism in branding (sub section research clusters on anthropomorphism part anthropomorphism in branding, paragraph 2 page 15) Western consumers appreciate anthropomorphic mascots and virtual influencers for their ability to create emotional resonance, yet they tend to guard against brand dilution and manipulative perceptions, prioritizing alignment with individuality and consumer autonomy. Eastern consumers, by contrast, often interpret humanlike brand imagery as a sign of approachability and communal harmony, with anthropomorphic branding strengthening long-term loyalty and trust in line with collectivist social norms. Anthropomorphic AI interactions (sub section research clusters on anthropomorphism part anthropomorphism in AI interactions, paragraph 3 and 3 page 16) Western audiences generally accept human-like AI when it serves functional and experiential purposes. However, they may be uncomfortable with excessive emotionality, citing privacy and ethical concerns. However, Eastern audiences tend to be more comfortable with emotionally expressive AI, viewing it as a legitimate social actor that facilitates relational engagement, reflecting a cultural openness to the integration of human and non-human agency. Anthropomorphized AI interactions have been widely researched in the context of chatbots, voice assistants, and recommendation systems. However, significant gaps exist in understanding the long-term psychological impact of these interactions, particularly regarding dependency, blind trust, or potential consumer manipulation. Most studies are still short-term experimental (Zheng et al., 2022). Anthropomorphism and consumer perception (sub section research clusters on anthropomorphism part anthropomorphism and consumer perception, paragraph 2 page 17) Given the perceptions of Western consumers, who often evaluate anthropomorphic cues based on their impact on autonomy and authenticity, excessive use risks skepticism or perceptions of manipulation. Such perceptions may lead consumers to question the credibility of the brand, thereby weakening trust and reducing long-term engagement (Goel, P., & Garg, A., 2025). Contrast to Eastern consumer perceptions, such gestures are generally viewed as genuine attempts to build trust and harmony, in line with cultural expectations of warmth, friendliness, and caring from brands and products. Recent research has confirmed that anthropomorphism can enhance trust, emotional intimacy, and consumer loyalty. However, the psychological mechanisms that differ across consumer segments (e.g., age, gender, and culture) remain underexplored. Some studies only address general effects without distinguishing perception dynamics in emerging markets (Lee & Lalwani, 2024). Anthropomorphism in tourism (sub section research clusters on anthropomorphism part anthropomorphism in tourism, paragraph 3 page 17-18) Western markets often use anthropomorphic storytelling in ecotourism or heritage promotion, but emphasize realism, accuracy, and cultural sensitivity to avoid undermining local traditions. Eastern tourism strategies, on the other hand, embrace anthropomorphic characters—such as animal mascots or mythological figures—as an integral part of conveying cultural values, hospitality, and emotional connection to the destination, rooted in a long-standing tradition of personified narratives. The use of anthropomorphism in tourism and hospitality destinations (e.g., robot receptionists or hotel chatbots) is beginning to be explored, but research remains limited to technical issues and service satisfaction, with little attention paid to the emotional and cultural dimensions of tourists. The lack of cross-national comparative studies also highlights a gap in understanding whether anthropomorphism is more effective in collectivist (Eastern) versus individualist (Western) cultures (Gajić et al., 2024). This distinction is crucial when employing anthropomorphic strategies in tourism development. Chatbots in commerce (sub section research clusters on anthropomorphism part chatbots in commerce, paragraph 1 and 2 page 18) However, when using chatbots in communication with humans, consideration must also be given to the consumer's background. Western consumers focus on speed, accuracy, and problem-solving abilities, welcoming anthropomorphic features such as names or avatars only if they enhance the user experience without sacrificing efficiency. Eastern consumers often respond to chatbots with friendly, human-like personalities that adhere to norms of interpersonal politeness, using anthropomorphic designs to build rapport, reduce perceived social distance, and encourage repeat interactions. However, it is also important to consider and understand the negative effects such as over trust, perceived manipulation, and consumer fatigue that result from intensive interactions with chatbots. There is still limited research linking chatbot anthropomorphism with long-term purchasing behavior and the sustainability of customer relationships (Fan et al., 2024), so the effectiveness of anthropomorphic chatbots in increasing customer satisfaction remains questionable. --------------------------------------------------------------------------------------------------------------------- Overgeneralized Conclusions The conclusion implies strong managerial implications, but few concrete links are made between clusters and real-world business applications (e.g., sector-specific cases in retail, healthcare, etc.). Some concluding statements, such as anthropomorphism being a “transformative strategy” in business and “contributing to daily life,” lack direct support from the reviewed data. Rephrase claims to align with the evidence presented. Add citations to support stronger claims. Author’s responses: We thank the reviewer for highlighting the need to align our conclusions more closely with the reviewed data and to ground our managerial implications in real-world examples. We try to rewrite the conclusion according to the directions. Reviewer’s comment : Minor Concerns Reviewer’s comment : There are some minor grammatical issues. Avoid overusing certain phrases. Phrases like “emotional closeness,” “enhances relationship,” and “relevant to technology” are repeated often, suggesting using synonyms to maintain engagement. Authors’s response: Thank you for your valuable feedback regarding the language and grammar. We have carefully revised the manuscript by removing repetitive phrases and replacing them with alternative expressions to improve readability, while ensuring that the original meaning and intended arguments remain unchanged. We only used Frase “emotional closeness” only in Literature Review, paragraph 2 line 5 page 4 . We changed others to “emotional attachment” in sub section Research Clusters on Anthropomorphism, sub-sub section Anthropomorphism and consumer perception, paragraph 1 line 5 page 17 and “emotional intimacy” in paragraph 2 line 8 page 17 --------------------------------------------------------------------------------------------------------------------- Addition References: Spatola, N., Marchesi, S., & Wykowska, A. (2022). The personality of anthropomorphism: How the need for cognition and the need for closure define attitudes and anthropomorphic attributions toward robots. Frontiers in Robotics and AI, 9, 863319. https://doi.org/10.3389/frobt.2022.863319 Castelo, N., Sarvary, M (2022). Cross-Cultural Differences in Comfort with Humanlike Robots. Int J of Soc Robotics 14, 1865–1873. https://doi.org/10.1007/s12369-022-00920-y Fan, W., Osman, S., Zainudin, N., & Yao, P. (2024). How information and communication overload affect consumers’ platform switching behavior in social commerce. Heliyon, 10 (10). Gajić, T., Vukolić, D., Bugarčić, J., Đoković, F., Spasojević, A., Knežević, S., ... & Dávid, L. D. (2024). The adoption of artificial intelligence in Serbian hospitality: A potential path to sustainable practice. Sustainability, 16 (8), 3172. Gee, F.C. & Browne, Will & Kawamura, Kazuhiko. (2005). Uncanny valley revisited. 151 - 157. 10.1109/ROMAN.2005.1513772. Kim, J. J. (2024). Brand portfolio extension of international hotel chains: A perspective on consumer confusion and consumer decision-making process. International Journal of Contemporary Hospitality Management, 36 (9), 3093–3111. Lee, H., & Lalwani, A. (2023). Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics. Journal of Marketing Research, 61, 349 - 367. https://doi.org/10.1177/00222437231182600 . Mori, M., MacDorman, K., & Kageki, N. (2012). The Uncanny Valley [From the Field]. IEEE Robotics & Automation Magazine, 19, 98–100. https://doi.org/10.1109/MRA.2012.2192811 Zheng, H., & Jiang, S. (2022). Linking the pathway from exposure to online vaccine information to cyberchondria during the COVID-19 pandemic: A moderated mediation model. Cyberpsychology, Behavior, and Social Networking, 25 (10), 625–633. Ding, A., Lee, R. H., Legendre, T. S., & Madera, J. (2022). Anthropomorphism in hospitality and tourism: A systematic review and agenda for future research. Journal of Hospitality and Tourism Management , 52 , 404–415. https://doi.org/10.1016/j.jhtm.2022.07.018 Kaifeng, L., & Pengbo, S. (2024). Effectiveness of facial anthropomorphism design for improving multimedia learning outcomes: Systematic review and meta-analysis. Smart Learning Environments , 11 (1), 42. https://doi.org/10.1186/s40561-024-00332-7 Mishra, R., & Mehta, R. (2023). The effects of food anthropomorphism on consumer behavior: A systematic literature review with integrative framework and future research directions. Appetite , 190 , 107035. https://doi.org/10.1016/j.appet.2023.107035 Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete? Industrial Marketing Management, 77, 155–169. https://doi.org/10.1016/j.indmarman.2018.10.005 Tillery, M., & McGill, A. L. (2015). Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers. Journal of Marketing, 79(4), 94–110. https://doi.org/10.1509/jm.12.0166 Goel, P., & Garg, A. (2025). Virtual personalities, real bonds: anthropomorphised virtual influencers’ impact on trust and engagement. Journal of Consumer Marketing. https://doi.org/10.1108/jcm-05-2024-6915. Reviewer’s comment : Strengths of this article Timeliness and Relevance: The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope: Covers 2010 to 2024 and includes multiple dimensions (citations, keywords, journals, countries). Research clusters and themes: The six thematic areas, such as AI/service robots, branding, chatbot commerce, tourism, consumer perception, and anthropomorphic interaction, are supported by co-word and co-citation analysis results. Use of Bibliometric Tools: Employs VOSviewer and Bibliometrix-R, which are standard tools in the field. Structured Presentation: The article is organized around clear sections, with detailed figures and thematic clustering. Author’s responses: Strengths of this article We sincerely thank and appreciate to the reviewer for the positive evaluation of our manuscript. We are pleased that the paper’s focus on anthropomorphism is recognized as timely and relevant to ongoing developments in digital marketing, AI, and consumer–brand interaction. We set the time limits (2010-2024) and criteria’s (citations, keywords, journals, countries) to obtain specific and robust results, thereby achieving the objectives of this systematic literature review. We use Bibliometrix-R and VOSviewer to generate more comprehensive findings through the integration of detailed visual representations and systematically organized thematic groupings. --------------------------------------------------------------------------------------------------------------------- Reviewer’s comment : Major Concerns Clarity and Coherence of Argumentation: The introduction outlines the goals well but kindly give an early statement summarizing what is novel about this review compared to past reviews (e.g., coverage of specific domains, use of tools, thematic clusters). There is noticeable repetition, especially when discussing the benefits and risks of anthropomorphism (e.g., the uncanny valley is cited several times in similar ways). Author’s responses: We appreciate the reviewer’s comment regarding the need for clearer articulation of the novelty of our study and improved coherence of argumentation and deleted a noticeable repetition. In response, We have revised the Introduction by adding one paragraph that highlights the distinctive contributions and several sentences in paragraph 5 (orange colour) as follows: This literature review offers a broader and more integrated scope by covering anthropomorphism across multiple applied domains such as branding, retail, service industries, tourism, AI, chatbots, and service robots, while many earlier studies focus on narrower contexts like brand anthropomorphism (Sharma, 2022), hospitality and tourism (Ding, 2022), food marketing (Mishra, 2023), and service robots (Zhang, 2024). To get more comprehensive result, this article employs a dual methodology in bibliometric approach using Bibliometrix-R and VOSviewer to conduct co-word, co-citation, and thematic evolution analyses, complemented by descriptive statistics of citations, keywords, journals, and countries. It is difference with the most prior reviews rely only a single bibliometric tool like PRISMA-based SLRs, or qualitative thematic synthesis without large-scale bibliometric mapping (Sharma & Rahman (2022); Ding et al., (2022); Zhang et al., (2024); Kaifeng & Pengbo (2024); Mishra & Mehta (2023)). This study also explicitly linked to key theoretical frameworks such as mind perception theory, trust theory, and symbolic interactionism, whereas previous works tend to group findings into broad conceptual categories without bibliometric-derived or theory-integrated clustering (Brown et al., 2019; Guido & Peluso, 2015; Payne et al., 2013; Tillery & McGill, 2015). We have eliminated repeated revision to the same concept which previously appeared with similar phrasing, as follows In Introduction section, paragraph 3 page 2: …”significant risks may arise, such as manipulative perceptions, distrust, and even the "uncanny valley"(Mori et al., 2012) , …” changed to while offering notable benefits, anthropomorphism also presents potential drawbacks, such as manipulative perceptions and reduced trust including phenomena further discussed on Anthropomorphism in Branding section.” In Method section, paragraph 1 page 4: …” without risking bias” changed to …” while minimizing potential bias”. In Finding and Discussion section part 4.2.3. Co-word network analysis: Mapping impact through emerging keywords, paragraph 2, page 12: after words "tourism," "technology development," and "hospitality industry," added “which are discussed in detail in the Anthropomorphism in Tourism cluster section” In Finding and Discussion section part 4.4 Promising Research Topics part Consumer Behavior, page 22: after … “uncanny valley” added a sentence “a perceptual drop in positive response when features appear almost, but not fully, humanlike (Mori et al., 2012), as seen in certain brand mascots, virtual influencers, and AI avatars.” In Finding and Discussion section part 4.4 Promising Research Topics part Technology Adoption, page 22: …” risk perception” changed to perceived uncertainty. --------------------------------------------------------------------------------------------------------------------- Methodology Clarity Need to include the exact Scopus search string and syntax, and need more clarity about the article's screening process. Kindly describe the data cleaning, deduplication, etc. Author’s responses: Thank you for valuable suggestion. We agree that transparency in the data collection and cleaning process is essential for reproducibility. Regarding about the exact Scopus search string and syntax, we would like to confirm that syntax already written in the text, in part Bibliometric Technique Used in paragraph 2 page 5 and in Figure 1: ..” words related to anthropomorphism, such as "anthropomophism" OR "anthropomorphisms" AND “brand anthropomorphism” AND “perceived anthropomorphism” AND “product anthropomorphism” AND “human like” AND “Marketing” AND “dehumanization” AND “consumer behavior” AND “communication” AND “persuasion”, were used as keywords. The authors then filtered the data and reviewed each relevant article according to the topic of anthropomorphism with several limitations using the formula YEAR-ABS-KEY ( "2010-2024" ) ) AND ( LIMIT-TO ( SUBJAREA, "BUSI" ) ) AND ( LIMIT-TO ( DOCTYPE, "ar" ) ) AND ( LIMIT-TO ( PUBSTAGE, "final" ) ) AND ( LIMIT-TO ( SRCTYPE, "j" ) ) AND ( LIMIT-TO ( LANGUAGE, "English" ) ).” In the revised manuscript, we have added the explanation of PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, which includes identification, screening, eligibility, and inclusion in paragraph 2 line 3 page 4-5, as follows: The first stage is identification stage, a comprehensive search strategy is implemented across multiple scholarly databases, gray literature sources, and other relevant repositories using predefined keywords to capture all potentially relevant records. Then screening stage, involves the removal of duplicate entries, followed by a preliminary assessment of titles and abstracts to exclude studies that do not meet the broad inclusion criteria. Subsequently, in the eligibility stage, full-text articles of the remaining studies are critically examined against predefined inclusion and exclusion criteria, with reasons for exclusion explicitly documented. The final stage, inclusion, the set of studies that satisfy all eligibility requirements and form the evidence base for data extraction, synthesis, and analysis. This entire process is typically summarized using a PRISMA flow diagram, which presents the number of records at each stage and the rationale for exclusions, thereby enhancing the clarity and traceability of the review methodology (Figure 1). After the final stage, the author still carried out final checking regarding manual data cleaning which includes duplication , keyword harmonization, and metadata correction. --------------------------------------------------------------------------------------------------------------------- Strengthen critical analysis in thematic sections The six cluster themes are informative, but mainly descriptive. Authors can compare perspectives (e.g., Western vs. Eastern cultural attitudes toward anthropomorphism) and may also explain tensions or gaps in the literature per cluster. Author’s responses: Thank you for this valuable recommendation. In response, we have revised the discussion of each of the six clusters as follows: We added several sentences in the earlier paragraph in page 14 line 6. These interactions are influenced by consumers' cultural backgrounds. Cultural context significantly shapes attitudes toward anthropomorphism, both in branding strategy, technology, and consumer behavior (Baskentli et al, 2023; Spatola et al, 2022). Culture influences consumer acceptance and perceived effectiveness of human-like design features. In every cluster, we are adding explanation with two perspectives of culture. AI and service robotics: Advancing human-robot collaboration (sub section research clusters on anthropomorphism part AI and service robotics: advancing human-robot collaboration, paragraph 2 and 3 page 14-15) Although research from 2020–2025 shows increasing interest in human-robot collaboration, most studies still focus on technical aspects, efficiency, and general user acceptance. However, there is a gap in cross-cultural understanding of how anthropomorphism influences perceptions of trust and acceptance of service robots across contexts (Gajić et al., 2024). In the realm of AI and service robotics, cultural orientation significantly shapes responses to anthropomorphic designs. In Western contexts, a pragmatic and utilitarian mindset predominates anthropomorphic features are embraced when they enhance usability, task efficiency, and trust, yet designers remain cautious of designs that verge on excessive human likeness due to the "uncanny valley" phenomenon—an effect whereby entities that appear almost, but not entirely, human elicit perceptual discomfort and unease (Gee, F.C. & Browne, et al, 2005; Castelo, N., Sarvary, M, 2022). In contrast, Eastern cultures particularly in Japan, are deeply influenced by animist traditions and philosophies such as Shintoism and Confucian collectivism, which foster a worldview where non-human entities are perceived as animated and integral to social harmony (Spatola et al, 2022). Consequently, humanlike robots are more readily accepted as collaborative partners rather than mere tools, facilitating harmonious human–robot relationships grounded in cultural affinity and relational cognition. Anthropomorphism in branding (sub section research clusters on anthropomorphism part anthropomorphism in branding, paragraph 2 page 15) Western consumers appreciate anthropomorphic mascots and virtual influencers for their ability to create emotional resonance, yet they tend to guard against brand dilution and manipulative perceptions, prioritizing alignment with individuality and consumer autonomy. Eastern consumers, by contrast, often interpret humanlike brand imagery as a sign of approachability and communal harmony, with anthropomorphic branding strengthening long-term loyalty and trust in line with collectivist social norms. Anthropomorphic AI interactions (sub section research clusters on anthropomorphism part anthropomorphism in AI interactions, paragraph 3 and 3 page 16) Western audiences generally accept human-like AI when it serves functional and experiential purposes. However, they may be uncomfortable with excessive emotionality, citing privacy and ethical concerns. However, Eastern audiences tend to be more comfortable with emotionally expressive AI, viewing it as a legitimate social actor that facilitates relational engagement, reflecting a cultural openness to the integration of human and non-human agency. Anthropomorphized AI interactions have been widely researched in the context of chatbots, voice assistants, and recommendation systems. However, significant gaps exist in understanding the long-term psychological impact of these interactions, particularly regarding dependency, blind trust, or potential consumer manipulation. Most studies are still short-term experimental (Zheng et al., 2022). Anthropomorphism and consumer perception (sub section research clusters on anthropomorphism part anthropomorphism and consumer perception, paragraph 2 page 17) Given the perceptions of Western consumers, who often evaluate anthropomorphic cues based on their impact on autonomy and authenticity, excessive use risks skepticism or perceptions of manipulation. Such perceptions may lead consumers to question the credibility of the brand, thereby weakening trust and reducing long-term engagement (Goel, P., & Garg, A., 2025). Contrast to Eastern consumer perceptions, such gestures are generally viewed as genuine attempts to build trust and harmony, in line with cultural expectations of warmth, friendliness, and caring from brands and products. Recent research has confirmed that anthropomorphism can enhance trust, emotional intimacy, and consumer loyalty. However, the psychological mechanisms that differ across consumer segments (e.g., age, gender, and culture) remain underexplored. Some studies only address general effects without distinguishing perception dynamics in emerging markets (Lee & Lalwani, 2024). Anthropomorphism in tourism (sub section research clusters on anthropomorphism part anthropomorphism in tourism, paragraph 3 page 17-18) Western markets often use anthropomorphic storytelling in ecotourism or heritage promotion, but emphasize realism, accuracy, and cultural sensitivity to avoid undermining local traditions. Eastern tourism strategies, on the other hand, embrace anthropomorphic characters—such as animal mascots or mythological figures—as an integral part of conveying cultural values, hospitality, and emotional connection to the destination, rooted in a long-standing tradition of personified narratives. The use of anthropomorphism in tourism and hospitality destinations (e.g., robot receptionists or hotel chatbots) is beginning to be explored, but research remains limited to technical issues and service satisfaction, with little attention paid to the emotional and cultural dimensions of tourists. The lack of cross-national comparative studies also highlights a gap in understanding whether anthropomorphism is more effective in collectivist (Eastern) versus individualist (Western) cultures (Gajić et al., 2024). This distinction is crucial when employing anthropomorphic strategies in tourism development. Chatbots in commerce (sub section research clusters on anthropomorphism part chatbots in commerce, paragraph 1 and 2 page 18) However, when using chatbots in communication with humans, consideration must also be given to the consumer's background. Western consumers focus on speed, accuracy, and problem-solving abilities, welcoming anthropomorphic features such as names or avatars only if they enhance the user experience without sacrificing efficiency. Eastern consumers often respond to chatbots with friendly, human-like personalities that adhere to norms of interpersonal politeness, using anthropomorphic designs to build rapport, reduce perceived social distance, and encourage repeat interactions. However, it is also important to consider and understand the negative effects such as over trust, perceived manipulation, and consumer fatigue that result from intensive interactions with chatbots. There is still limited research linking chatbot anthropomorphism with long-term purchasing behavior and the sustainability of customer relationships (Fan et al., 2024), so the effectiveness of anthropomorphic chatbots in increasing customer satisfaction remains questionable. --------------------------------------------------------------------------------------------------------------------- Overgeneralized Conclusions The conclusion implies strong managerial implications, but few concrete links are made between clusters and real-world business applications (e.g., sector-specific cases in retail, healthcare, etc.). Some concluding statements, such as anthropomorphism being a “transformative strategy” in business and “contributing to daily life,” lack direct support from the reviewed data. Rephrase claims to align with the evidence presented. Add citations to support stronger claims. Author’s responses: We thank the reviewer for highlighting the need to align our conclusions more closely with the reviewed data and to ground our managerial implications in real-world examples. We try to rewrite the conclusion according to the directions. Reviewer’s comment : Minor Concerns Reviewer’s comment : There are some minor grammatical issues. Avoid overusing certain phrases. Phrases like “emotional closeness,” “enhances relationship,” and “relevant to technology” are repeated often, suggesting using synonyms to maintain engagement. Authors’s response: Thank you for your valuable feedback regarding the language and grammar. We have carefully revised the manuscript by removing repetitive phrases and replacing them with alternative expressions to improve readability, while ensuring that the original meaning and intended arguments remain unchanged. We only used Frase “emotional closeness” only in Literature Review, paragraph 2 line 5 page 4 . We changed others to “emotional attachment” in sub section Research Clusters on Anthropomorphism, sub-sub section Anthropomorphism and consumer perception, paragraph 1 line 5 page 17 and “emotional intimacy” in paragraph 2 line 8 page 17 --------------------------------------------------------------------------------------------------------------------- Addition References: Spatola, N., Marchesi, S., & Wykowska, A. (2022). The personality of anthropomorphism: How the need for cognition and the need for closure define attitudes and anthropomorphic attributions toward robots. Frontiers in Robotics and AI, 9, 863319. https://doi.org/10.3389/frobt.2022.863319 Castelo, N., Sarvary, M (2022). Cross-Cultural Differences in Comfort with Humanlike Robots. Int J of Soc Robotics 14, 1865–1873. https://doi.org/10.1007/s12369-022-00920-y Fan, W., Osman, S., Zainudin, N., & Yao, P. (2024). How information and communication overload affect consumers’ platform switching behavior in social commerce. Heliyon, 10 (10). Gajić, T., Vukolić, D., Bugarčić, J., Đoković, F., Spasojević, A., Knežević, S., ... & Dávid, L. D. (2024). The adoption of artificial intelligence in Serbian hospitality: A potential path to sustainable practice. Sustainability, 16 (8), 3172. Gee, F.C. & Browne, Will & Kawamura, Kazuhiko. (2005). Uncanny valley revisited. 151 - 157. 10.1109/ROMAN.2005.1513772. Kim, J. J. (2024). Brand portfolio extension of international hotel chains: A perspective on consumer confusion and consumer decision-making process. International Journal of Contemporary Hospitality Management, 36 (9), 3093–3111. Lee, H., & Lalwani, A. (2023). Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics. Journal of Marketing Research, 61, 349 - 367. https://doi.org/10.1177/00222437231182600 . Mori, M., MacDorman, K., & Kageki, N. (2012). The Uncanny Valley [From the Field]. IEEE Robotics & Automation Magazine, 19, 98–100. https://doi.org/10.1109/MRA.2012.2192811 Zheng, H., & Jiang, S. (2022). Linking the pathway from exposure to online vaccine information to cyberchondria during the COVID-19 pandemic: A moderated mediation model. Cyberpsychology, Behavior, and Social Networking, 25 (10), 625–633. Ding, A., Lee, R. H., Legendre, T. S., & Madera, J. (2022). Anthropomorphism in hospitality and tourism: A systematic review and agenda for future research. Journal of Hospitality and Tourism Management , 52 , 404–415. https://doi.org/10.1016/j.jhtm.2022.07.018 Kaifeng, L., & Pengbo, S. (2024). Effectiveness of facial anthropomorphism design for improving multimedia learning outcomes: Systematic review and meta-analysis. Smart Learning Environments , 11 (1), 42. https://doi.org/10.1186/s40561-024-00332-7 Mishra, R., & Mehta, R. (2023). The effects of food anthropomorphism on consumer behavior: A systematic literature review with integrative framework and future research directions. Appetite , 190 , 107035. https://doi.org/10.1016/j.appet.2023.107035 Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete? Industrial Marketing Management, 77, 155–169. https://doi.org/10.1016/j.indmarman.2018.10.005 Tillery, M., & McGill, A. L. (2015). Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers. Journal of Marketing, 79(4), 94–110. https://doi.org/10.1509/jm.12.0166 Goel, P., & Garg, A. (2025). Virtual personalities, real bonds: anthropomorphised virtual influencers’ impact on trust and engagement. Journal of Consumer Marketing. https://doi.org/10.1108/jcm-05-2024-6915. Competing Interests: No conflicts of interest Close Report a concern COMMENT ON THIS REPORT Views 0 Cite How to cite this report: Gong T. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.178305.r393191 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v1#referee-response-393191 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 22 Jul 2025 Taeshik Gong , Hanyang University, Ansan, South Korea Not Approved VIEWS 0 https://doi.org/10.5256/f1000research.178305.r393191 The submitted manuscript offers a comprehensive bibliometric review of anthropomorphism research in business, management, and accounting from 2010 to 2024, using Bibliometric-R and VOSviewer tools. The authors aim to map research trends, identify influential contributions, and propose future directions. The ... Continue reading READ ALL The submitted manuscript offers a comprehensive bibliometric review of anthropomorphism research in business, management, and accounting from 2010 to 2024, using Bibliometric-R and VOSviewer tools. The authors aim to map research trends, identify influential contributions, and propose future directions. The scope of the paper is timely and relevant, especially given the increasing interest in AI-human interaction and service technologies. The manuscript is informative and ambitious in scale, and it delivers a substantial compilation of existing literature. However, despite its merits, the paper suffers from a number of critical conceptual, methodological, and structural issues that require significant attention before it can be considered for indexing. 1. Strengths The manuscript addresses an important and underexplored gap by synthesizing the state of anthropomorphism research across business disciplines. The use of PRISMA, Bibliometric-R, and VOSviewer is appropriate, and the scale of the dataset (326 articles from Scopus) lends credibility to the mapping effort. The visualization of citation, co-citation, co-word, and co-authorship networks is particularly helpful. The paper also makes a commendable effort to delineate clusters and research streams such as AI and service robots, branding, and chatbot design. 2. Major Concerns (1) Conceptual Framing and Contribution The manuscript frequently conflates description with theorization. Although the authors succeed in cataloguing trends and summarizing thematic domains, there is little effort to develop an overarching conceptual framework or meta-theoretical synthesis. For a paper that aims to “unveil” anthropomorphism in business, it lacks a critical engagement with underlying assumptions, tensions, or divergent paradigms in the field (e.g., psychological vs. sociocultural interpretations of anthropomorphism). A stronger analytical lens is needed to move beyond summary toward explanation. (2) Limited Integration of Theories While the paper references foundational works (e.g., Epley et al., Aggarwal & McGill), it does not offer an integrative account of how anthropomorphism has been theorized or operationalized across subfields. For instance, the Technology Acceptance Model (TAM), UTAUT, social cognition theory, and affective-motivational theories are mentioned in passing but not systematically discussed. There is no analysis of how theoretical paradigms have shifted over time, nor of disciplinary boundaries (e.g., marketing vs. hospitality vs. IS). (3) Methodological Transparency and Rigor Although PRISMA is mentioned, the methodological section lacks clarity and replicability. Key details are missing regarding: -How articles were coded into specific themes or clusters -How inter-coder reliability (if any) was established -Whether full-texts were analyzed or only abstracts and keywords -How keywords were refined for co-word analysis (e.g., stemming, synonym merging) Without methodological rigor, the claims about the dominance or evolution of themes risk being anecdotal rather than empirical. (4) Overreliance on Descriptive Analysis Much of the discussion section is taken up by numerical summaries and frequency counts (e.g., publication trends by year, author country, journal ranking). While such descriptive statistics are valuable, they dominate at the expense of analytical depth. The manuscript would benefit from including more concrete interpretive insights into why certain themes have emerged or declined (e.g., impact of COVID-19, rise of chatbot ethics, cultural variations in consumer AI acceptance). (5) Language, Structure, and Redundancy The writing is generally readable but repetitive and occasionally imprecise. Several sentences are vague or inflated (e.g., “This paper plays an important role and contributes significantly to the development of business and daily life”). Some sections, such as the repetition of results in the discussion, could be significantly condensed. A tighter structure around clearly framed research questions and thematic insights would greatly improve coherence. (6) Superficial Treatment of Limitations and Ethical Issues The limitations section acknowledges the narrow temporal and linguistic scope, but other concerns remain unaddressed. For example, what are the epistemological limits of bibliometric tools in studying complex constructs like anthropomorphism? What ethical challenges arise in applying anthropomorphism in commercial AI systems (e.g., manipulation, surveillance, consent)? These dimensions deserve at least a brief critical reflection, especially in the conclusion. (7) Recommendations for Revision -Reorganize the manuscript around clearer research questions and thematic narratives. -Develop a conceptual model or framework to integrate findings across clusters. -Strengthen the methodological section with detailed protocols and coding logic. -Deepen the theoretical engagement across domains and over time. -Reduce descriptive redundancy and aim for analytical richness. -Expand the discussion of limitations, cultural-contextual variation, and ethical implications. 3. Conclusion This manuscript has potential to make a valuable contribution as a foundational bibliometric review of anthropomorphism in business disciplines. However, its current form remains too descriptive and lacks the theoretical and methodological depth expected of a scholarly systematic review. Major revisions are necessary to enhance its analytical sophistication, theoretical contribution, and narrative coherence. I encourage the authors to address the above issues and resubmit a significantly revised version. Are the rationale for, and objectives of, the Systematic Review clearly stated? Yes Are sufficient details of the methods and analysis provided to allow replication by others? No Is the statistical analysis and its interpretation appropriate? Not applicable Are the conclusions drawn adequately supported by the results presented in the review? Partly If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Not applicable Competing Interests: No competing interests were disclosed. Reviewer Expertise: Service failure and recovery, customer justice perceptions, and forgivenessHuman–robot interaction in hospitality and retail contextsAI and service automation impacts on consumer behavior and employee adaptationBrand attachment, nostalgia, and self-concept in consumer–brand relationshipsCognitive and emotional processes in consumer decision-making, including envy, empathy, and role consistencyAlgorithmic management and its dual impact on gig worker well-being (job demands/resources)Fairness, trust, and interaction design in technologically mediated service encounters I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Gong T. Reviewer Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.178305.r393191 ) The direct URL for this report is: https://f1000research.com/articles/14-281/v1#referee-response-393191 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Comments on this article Comments (0) Version 2 VERSION 2 PUBLISHED 10 Mar 2025 ADD YOUR COMMENT Comment keyboard_arrow_left keyboard_arrow_right Open Peer Review Reviewer Status info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Reviewer Reports Invited Reviewers 1 2 3 4 Version 2 (revision) 04 Sep 25 read read read Version 1 10 Mar 25 read read Taeshik Gong , Hanyang University, Ansan, South Korea Api Adyantari , Atma Jaya University Yogyakarta, Yogyakarta, Indonesia Mahir Pradana , Telkom University, Bandung, Indonesia Raghava R. Gundala , University of Wisconsin-Parkside, Kenosha, USA Comments on this article All Comments (0) Add a comment Sign up for content alerts Sign Up You are now signed up to receive this alert Browse by related subjects keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2026 Gundala R. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 06 Jan 2026 | for Version 2 Raghava R. Gundala , University of Wisconsin-Parkside, Kenosha, USA 0 Views copyright © 2026 Gundala R. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (1) Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions This manuscript presents a systematic literature review and bibliometric analysis of anthropomorphism in business, management, and accounting from 2010 to 2024. The authors have effectively used PRISMA protocols alongside bibliometric tools (Bibliometrix-R and VOSviewer) to map the field's evolution. The revised version demonstrates significant improvement in theoretical depth, particularly with the integration of psychological and socio-cultural paradigms to explain the divergence between Western and Eastern perspectives. The identification of six distinct research clusters provides a valuable roadmap for future scholars. Below is my assessment, based on the specific review guidelines: 1. Is the work clearly and accurately presented, and does it cite the current literature? Yes. The manuscript is well-structured and written. The authors have adequately defined the study's scope (2010–2024), and the timeline is sound, capturing the pre- and post-COVID-19 evolution of the topic. The literature cited is current and relevant, effectively covering foundational theories (e.g., Epley et al.) as well as emerging trends in AI and robotics up to 2024. The integration of recent studies regarding the "uncanny valley" and cross-cultural consumer behavior enhances the accuracy of the thematic discussion. 2. Is the study design appropriate, and does the work have academic merit? Yes. The study design, which combines a Systematic Literature Review (SLR) with bibliometric mapping, is well-suited to synthesizing a fragmented field such as anthropomorphism. Academic merit is evident in the study's ability not only to count citations but also to reveal intellectual structures and collaboration networks. The shift in focus identified by the authors—from purely psychological consumer behavior to technology-driven applications (AI, chatbots)—is a significant contribution that validates the merit of this longitudinal analysis. 3. Are sufficient details of methods and analysis provided to allow replication by others? Yes. The authors have improved the methodological transparency in this version. Protocol: The inclusion of the PRISMA flow diagram (Figure 1) within the main text outlines the identification, screening, and inclusion steps. Search Strategy: The specific search string (keywords and Boolean operators) and exclusion criteria (e.g., subject area "BUSI," language "English") are explicitly stated, which supports replicability. Tools: The use of specific software (R-Studio and VOSviewer) is documented. 4. If applicable, is the statistical analysis and its interpretation appropriate? Yes. The bibliometric indicators (co-citation, co-word, and co-authorship analysis) are correctly applied. The interpretation of the resulting maps is insightful. Specifically, the authors' interpretation of the country clusters (Figure 3) to discuss the "Western vs. Eastern" collaborative styles and cultural paradigms adds analytical depth, often missing in standard descriptive bibliometrics. Figures 9 and 10 show network density and co-occurrence data that strongly support the identification of the six thematic clusters. 5. Are all the source data underlying the results available to ensure full reproducibility? Yes, with a minor correction needed. The authors have laudably provided an "Extended data" section with a Zenodo link containing the dataset and PRISMA checklist. However, there is a contradictory statement in the text under "Underlying data," which states, "No data associated with this article," immediately followed by the Zenodo link. Recommendation: The authors should remove the phrase "No data associated with this article" to avoid confusion, as they have provided the dataset. 6. Are the conclusions drawn adequately supported by the results? Yes. The bibliometric findings demonstrate strong alignment with the conclusions. The projection of "Promising Research Topics" (Figure 12)—such as AI, technology adoption, and human-computer interaction—is directly supported by the "Trend Topics" analysis, which shows the recency of these keywords. The study's conclusion effectively depicts the progression of anthropomorphism from a branding strategy to a crucial element in technological interfaces. The authors also appropriately acknowledge the limitations of relying exclusively on the Scopus database and English-language articles. Final Recommendation: The article is scientifically sound, methodologically robust, and offers clear contributions to the field. I recommend acceptance, subject to the minor correction regarding the data availability statement mentioned above. Are the rationale for, and objectives of, the Systematic Review clearly stated? Yes Are sufficient details of the methods and analysis provided to allow replication by others? Yes Is the statistical analysis and its interpretation appropriate? Yes Are the conclusions drawn adequately supported by the results presented in the review? Yes If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Yes Competing Interests No competing interests were disclosed. Reviewer Expertise Marketing I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard. reply Respond to this report Responses (1) Author Response 14 Jan 2026 Diesyana Ajeng Pramesti, Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Magelang, Magelang, Indonesia Dear reviewer, Thank you for the valuable review in our paper. We will remove the statement "No data associated with this article" in the Data Availability section to avoid any confusion for the readers View more View less Competing Interests No competing interests were disclosed. reply Respond Report a concern Gundala RR. Peer Review Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r442080) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-442080 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Pradana M. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 22 Oct 2025 | for Version 2 Mahir Pradana , Telkom University, Bandung, West Java, Indonesia 0 Views copyright © 2025 Pradana M. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Glad to review this article. I see that as a review paper, it addresses clear research gap, namely the lack of integrative mapping studies in these fields, and employs established bibliometric tools and protocols (Bibliometrix-R, VOSviewer, PRISMA). I personally believe the topic is timely given the increasing relevance of human-like AI and virtual agents in marketing and management. I also see that the analysis recognizes anthropomorphism’s “critical function” in marketing communication, a relevant and underexplored linkage. Some minor points: the abstract assumes reader familiarity with anthropomorphism’s role in business contexts, but I believe the reader would benefit from the definition and exemplification of it it (e.g., anthropomorphic brands, AI chatbots, mascots). Some findings are too general (at least that how I feel); the focus in concrete results needs to be emphasized (e.g., dominant theories, key countries, or emerging subthemes). The authors also should highlight the value-added contributions (how this synthesis advances understanding or future agendas) should be emphasized at the end. The literature review itself feels redundant for me, because the whole article IS a review. You can focus on already published literature reviews about the similar topics. To strengthen the depth of the article, the discussion could benefit from theoretical anchoring, e.g., linking again to frameworks like the Technology Acceptance Model (TAM), Social Presence Theory, or the Computers Are Social Actors (CASA) paradigm. Then drawing line between antecedents and consequences of anthropomorphism in these contexts (e.g., what drives anthropomorphic design vs. what outcomes it produces). The discussions section must reveal original contributions rather than describing previous work in results and onwards. Focus on prioritizing what matters the most and categorizing the results in a novel way. You also need to explain what new knowledge this manuscript adds to the literature by using citations in the discussions section. The identification of six clusters — AI and service robotics, branding, anthropomorphic AI interactions, consumer perception, tourism, and chatbots in commerce — provides a clear taxonomy that captures the diversity of research foci. The explanations for each cluster are concise yet meaningful, balancing empirical examples and conceptual interpretation, please just make sure to show the alignment with previous literatures or what novel contributions you draw. To me, the author goes beyond merely summarizing publication trends. The section successfully connects macroeconomic aspect (growth due to COVID-19, global collaboration) to microlevel insights (six research clusters). This dual perspective shows methodological breakthrough and well-analyzed definitions. Some paragraphs are too long, making them slightly challenging to read continuously. Some sentences — especially in the long cluster discussion — could be split or reorganized to improve rhythm and reader accessibility. Example: “...but require careful calibration to mitigate the discomfort associated with the phenomenon described in the Branding section...” can be reorganized shorter but more compact. For the conclusion, I suggest the authors to categories the implications section rather than presenting them in one big sections. Divide types of implications (theoretical or practical), then limitations and future contributions. Please do make sure to answer the research questions you offered in the beginning. Are the rationale for, and objectives of, the Systematic Review clearly stated? Yes Are sufficient details of the methods and analysis provided to allow replication by others? Yes Is the statistical analysis and its interpretation appropriate? Partly Are the conclusions drawn adequately supported by the results presented in the review? Yes If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Not applicable Competing Interests No competing interests were disclosed. Reviewer Expertise business and marketing I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard. reply Respond to this report Responses (0) Pradana M. Peer Review Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r417303) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-417303 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Gong T. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 11 Sep 2025 | for Version 2 Taeshik Gong , Hanyang University, Ansan, South Korea 0 Views copyright © 2025 Gong T. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Approved With Reservations info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions The revised manuscript represents a substantial improvement over the original version. The authors have carefully addressed earlier concerns regarding clarity, methodological transparency, and theoretical integration. Overall, this is a timely and ambitious systematic review that synthesizes anthropomorphism research in business, management, and accounting. The paper has value for both academics and practitioners interested in understanding the evolution of this domain and identifying future research directions. At the same time, several issues remain that require further refinement before the manuscript reaches publishable quality. 1. Strengths The revision demonstrates a clearer narrative and improved coherence, particularly in the introduction and conclusion. The integration of psychological and sociocultural paradigms provides a more compelling theoretical foundation than in the earlier version. Methodologically, the paper now includes greater transparency by detailing the PRISMA process, inter-coder reliability, and data cleaning procedures. The bibliometric mapping across six thematic clusters is systematically presented and offers readers a structured overview of anthropomorphism research between 2010 and 2024. Importantly, the manuscript now provides more nuanced cross-cultural comparisons (e.g., Western vs. Eastern perspectives) and explicitly identifies gaps in the literature, strengthening its scholarly contribution. 2. Areas for Improvement The theoretical framing should be further strengthened by explicitly linking the six identified thematic clusters to the two overarching paradigms of psychological and sociocultural perspectives. At present, the paradigms are introduced conceptually but are not consistently applied to interpret the bibliometric results. Making this connection more explicit would sharpen the paper’s theoretical contribution and show how the bibliometric mapping advances theory. The methodological transparency has improved, but the PRISMA flow diagram should be presented in the main manuscript rather than only in extended data. This would make the inclusion and exclusion process clearer to readers. In addition, definitions of bibliometric techniques such as co-citation, coupling, and co-word density should be explained in plain terms for an interdisciplinary audience. It would also be helpful to briefly justify the exclusive reliance on Scopus and reflect on how the choice of database shapes the findings. The presentation of results remains overly descriptive. Long passages on publication counts, country networks, and journal rankings could be shortened and synthesized. Greater emphasis should be placed on drawing out the theoretical and managerial implications of these patterns rather than reporting statistics in detail. Concise tables or figures could replace lengthy textual descriptions. The discussion section would benefit from a deeper interpretive layer. The manuscript now touches on cultural comparisons, but the implications for theory, practice, and policy need more development. For example, how might cross-cultural variation explain differences across clusters, and what lessons can practitioners draw when designing anthropomorphic strategies in global contexts? Similarly, the conclusion should clarify boundary conditions by identifying when anthropomorphism strengthens consumer trust and when it risks eliciting scepticism or discomfort. The limitations should be discussed in a more direct manner. The restriction to Scopus-indexed, English-language publications risks overrepresenting Western perspectives, which should be acknowledged as a key boundary condition. The authors could also point to the need for multilingual, multi-database reviews to provide a more global and balanced perspective. In addition, clearer directions for future empirical work would strengthen the conclusion—for instance, recommending cross-cultural experiments, longitudinal studies, or sector-specific investigations in tourism, healthcare, and retail. Finally, the manuscript would benefit from careful language editing. Some sentences are overly long and certain terms are inconsistently used. A round of stylistic polishing to correct grammar and improve readability will ensure that the manuscript meets professional standards. 3. Recommendation The manuscript has progressed considerably and offers an informative synthesis of anthropomorphism research. With further revisions—particularly a tighter theoretical linkage, more concise results presentation, and expanded discussion of limitations—the article has strong potential to make a meaningful contribution. I recommend major revision at this stage to allow the authors to fully realize the manuscript’s promise. Competing Interests No competing interests were disclosed. I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. reply Respond to this report Responses (0) Gong T. Peer Review Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.186512.r411741) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/14-281/v2#referee-response-411741 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Adyantari A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 22 Jul 2025 | for Version 1 Api Adyantari , Atma Jaya University Yogyakarta, Yogyakarta, Indonesia 0 Views copyright © 2025 Adyantari A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (1) Approved With Reservations info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Strengths of this article: Timeliness and Relevance : The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope : Covers 2010 to 2024 and includes multiple dimensions (citations, keywords, journals, countries). Research clusters and themes: The six thematic areas, such as AI/service robots, branding, chatbot commerce, tourism, consumer perception, and anthropomorphic interaction, are supported by co-word and co-citation analysis results. Use of Bibliometric Tools : Employs VOSviewer and Bibliometrix-R, which are standard tools in the field. Structured Presentation : The article is organized around clear sections, with detailed figures and thematic clustering. Major Concerns: Clarity and Coherence of Argumentation: The introduction outlines the goals well, but kindly give an early statement summarizing what is novel about this review compared to past reviews (e.g., coverage of specific domains, use of particular tools, thematic clusters). There is noticeable repetition, especially when discussing the benefits and risks of anthropomorphism (e.g., the uncanny valley is cited several times in similar ways). Methodology Clarity: Need to include the exact Scopus search string and syntax, and need more clarity about the article's screening process. Kindly describe the data cleaning, deduplication, etc. Strengthen critical analysis in thematic sections: The six cluster themes are informative, but mainly descriptive. Authors can compare and contrast perspectives (e.g., Western vs. Eastern cultural attitudes toward anthropomorphism), and may also explain tensions or gaps in the literature per cluster. Overgeneralized Conclusions : The conclusion implies strong managerial implications, but few concrete links are made between clusters and real-world business applications (e.g., sector-specific cases in retail, healthcare, etc.). Some concluding statements, such as anthropomorphism being a “transformative strategy” in business and “contributing to daily life,” lack direct support from the reviewed data. Rephrase claims to align with the evidence presented. Add citations to support stronger claims. Minor Concerns: There are some minor grammatical issues. Avoid overusing certain phrases. Phrases like “emotional closeness,” “enhances relationship,” and “relevant to technology” are repeated often, suggesting using synonyms to maintain engagement. Summary: This article presents a well-structured and timely bibliometric review on anthropomorphism in the domains of business, management, and accounting. Its strengths lie in the comprehensive scope, methodical use of bibliometric tools, and relevance to ongoing developments in AI and digital marketing. The identification of six major thematic clusters adds value to the literature and helps shape a clearer understanding of the evolving academic landscape. However, several areas require improvement to enhance the article’s rigor and academic contribution. Key concerns include the need for methodological transparency, especially regarding search strategies, data processing, and inclusion criteria, and for more critical depth in discussing thematic findings. The conclusions, while ambitious, should be more tightly anchored to the presented evidence, and overgeneralized claims need to be revised or substantiated. Finally, improving language consistency and reducing repetition will strengthen the overall clarity and readability. With these revisions, the manuscript has the potential to serve as a valuable and credible reference for scholars and practitioners exploring the role of anthropomorphism in modern business contexts. Are the rationale for, and objectives of, the Systematic Review clearly stated? Yes Are sufficient details of the methods and analysis provided to allow replication by others? Yes Is the statistical analysis and its interpretation appropriate? Not applicable Are the conclusions drawn adequately supported by the results presented in the review? Partly If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Not applicable Competing Interests No competing interests were disclosed. Reviewer Expertise marketing management, marketing, digital marketing, e-commerce I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. reply Respond to this report Responses (1) Author Response 10 Sep 2025 Diesyana Ajeng Pramesti, Department of Management, Faculty Economic and Business, Universitas Muhammadiyah Magelang, Magelang, Indonesia Reviewer’s comment : Strengths of this article Timeliness and Relevance: The focus on anthropomorphism aligns with current trends in digital marketing, AI, and consumer-brand interaction. Comprehensive Scope: Covers 2010 to 2024 and includes multiple dimensions (citations, keywords, journals, countries). Research clusters and themes: The six thematic areas, such as AI/service robots, branding, chatbot commerce, tourism, consumer perception, and anthropomorphic interaction, are supported by co-word and co-citation analysis results. Use of Bibliometric Tools: Employs VOSviewer and Bibliometrix-R, which are standard tools in the field. Structured Presentation: The article is organized around clear sections, with detailed figures and thematic clustering. Author’s responses: Strengths of this article We sincerely thank and appreciate to the reviewer for the positive evaluation of our manuscript. We are pleased that the paper’s focus on anthropomorphism is recognized as timely and relevant to ongoing developments in digital marketing, AI, and consumer–brand interaction. We set the time limits (2010-2024) and criteria’s (citations, keywords, journals, countries) to obtain specific and robust results, thereby achieving the objectives of this systematic literature review. We use Bibliometrix-R and VOSviewer to generate more comprehensive findings through the integration of detailed visual representations and systematically organized thematic groupings. --------------------------------------------------------------------------------------------------------------------- Reviewer’s comment : Major Concerns Clarity and Coherence of Argumentation: The introduction outlines the goals well but kindly give an early statement summarizing what is novel about this review compared to past reviews (e.g., coverage of specific domains, use of tools, thematic clusters). There is noticeable repetition, especially when discussing the benefits and risks of anthropomorphism (e.g., the uncanny valley is cited several times in similar ways). Author’s responses: We appreciate the reviewer’s comment regarding the need for clearer articulation of the novelty of our study and improved coherence of argumentation and deleted a noticeable repetition. In response, We have revised the Introduction by adding one paragraph that highlights the distinctive contributions and several sentences in paragraph 5 (orange colour) as follows: This literature review offers a broader and more integrated scope by covering anthropomorphism across multiple applied domains such as branding, retail, service industries, tourism, AI, chatbots, and service robots, while many earlier studies focus on narrower contexts like brand anthropomorphism (Sharma, 2022), hospitality and tourism (Ding, 2022), food marketing (Mishra, 2023), and service robots (Zhang, 2024). To get more comprehensive result, this article employs a dual methodology in bibliometric approach using Bibliometrix-R and VOSviewer to conduct co-word, co-citation, and thematic evolution analyses, complemented by descriptive statistics of citations, keywords, journals, and countries. It is difference with the most prior reviews rely only a single bibliometric tool like PRISMA-based SLRs, or qualitative thematic synthesis without large-scale bibliometric mapping (Sharma & Rahman (2022); Ding et al., (2022); Zhang et al., (2024); Kaifeng & Pengbo (2024); Mishra & Mehta (2023)). This study also explicitly linked to key theoretical frameworks such as mind perception theory, trust theory, and symbolic interactionism, whereas previous works tend to group findings into broad conceptual categories without bibliometric-derived or theory-integrated clustering (Brown et al., 2019; Guido & Peluso, 2015; Payne et al., 2013; Tillery & McGill, 2015). We have eliminated repeated revision to the same concept which previously appeared with similar phrasing, as follows In Introduction section, paragraph 3 page 2: …”significant risks may arise, such as manipulative perceptions, distrust, and even the "uncanny valley"(Mori et al., 2012) , …” changed to while offering notable benefits, anthropomorphism also presents potential drawbacks, such as manipulative perceptions and reduced trust including phenomena further discussed on Anthropomorphism in Branding section.” In Method section, paragraph 1 page 4: …” without risking bias” changed to …” while minimizing potential bias”. In Finding and Discussion section part 4.2.3. Co-word network analysis: Mapping impact through emerging keywords, paragraph 2, page 12: after words "tourism," "technology development," and "hospitality industry," added “which are discussed in detail in the Anthropomorphism in Tourism cluster section” In Finding and Discussion section part 4.4 Promising Research Topics part Consumer Behavior, page 22: after … “uncanny valley” added a sentence “a perceptual drop in positive response when features appear almost, but not fully, humanlike (Mori et al., 2012), as seen in certain brand mascots, virtual influencers, and AI avatars.” In Finding and Discussion section part 4.4 Promising Research Topics part Technology Adoption, page 22: …” risk perception” changed to perceived uncertainty. --------------------------------------------------------------------------------------------------------------------- Methodology Clarity Need to include the exact Scopus search string and syntax, and need more clarity about the article's screening process. Kindly describe the data cleaning, deduplication, etc. Author’s responses: Thank you for valuable suggestion. We agree that transparency in the data collection and cleaning process is essential for reproducibility. Regarding about the exact Scopus search string and syntax, we would like to confirm that syntax already written in the text, in part Bibliometric Technique Used in paragraph 2 page 5 and in Figure 1: ..” words related to anthropomorphism, such as "anthropomophism" OR "anthropomorphisms" AND “brand anthropomorphism” AND “perceived anthropomorphism” AND “product anthropomorphism” AND “human like” AND “Marketing” AND “dehumanization” AND “consumer behavior” AND “communication” AND “persuasion”, were used as keywords. The authors then filtered the data and reviewed each relevant article according to the topic of anthropomorphism with several limitations using the formula YEAR-ABS-KEY ( "2010-2024" ) ) AND ( LIMIT-TO ( SUBJAREA, "BUSI" ) ) AND ( LIMIT-TO ( DOCTYPE, "ar" ) ) AND ( LIMIT-TO ( PUBSTAGE, "final" ) ) AND ( LIMIT-TO ( SRCTYPE, "j" ) ) AND ( LIMIT-TO ( LANGUAGE, "English" ) ).” In the revised manuscript, we have added the explanation of PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol, which includes identification, screening, eligibility, and inclusion in paragraph 2 line 3 page 4-5, as follows: The first stage is identification stage, a comprehensive search strategy is implemented across multiple scholarly databases, gray literature sources, and other relevant repositories using predefined keywords to capture all potentially relevant records. Then screening stage, involves the removal of duplicate entries, followed by a preliminary assessment of titles and abstracts to exclude studies that do not meet the broad inclusion criteria. Subsequently, in the eligibility stage, full-text articles of the remaining studies are critically examined against predefined inclusion and exclusion criteria, with reasons for exclusion explicitly documented. The final stage, inclusion, the set of studies that satisfy all eligibility requirements and form the evidence base for data extraction, synthesis, and analysis. This entire process is typically summarized using a PRISMA flow diagram, which presents the number of records at each stage and the rationale for exclusions, thereby enhancing the clarity and traceability of the review methodology (Figure 1). After the final stage, the author still carried out final checking regarding manual data cleaning which includes duplication , keyword harmonization, and metadata correction. --------------------------------------------------------------------------------------------------------------------- Strengthen critical analysis in thematic sections The six cluster themes are informative, but mainly descriptive. Authors can compare perspectives (e.g., Western vs. Eastern cultural attitudes toward anthropomorphism) and may also explain tensions or gaps in the literature per cluster. Author’s responses: Thank you for this valuable recommendation. In response, we have revised the discussion of each of the six clusters as follows: We added several sentences in the earlier paragraph in page 14 line 6. These interactions are influenced by consumers' cultural backgrounds. Cultural context significantly shapes attitudes toward anthropomorphism, both in branding strategy, technology, and consumer behavior (Baskentli et al, 2023; Spatola et al, 2022). Culture influences consumer acceptance and perceived effectiveness of human-like design features. In every cluster, we are adding explanation with two perspectives of culture. AI and service robotics: Advancing human-robot collaboration (sub section research clusters on anthropomorphism part AI and service robotics: advancing human-robot collaboration, paragraph 2 and 3 page 14-15) Although research from 2020–2025 shows increasing interest in human-robot collaboration, most studies still focus on technical aspects, efficiency, and general user acceptance. However, there is a gap in cross-cultural understanding of how anthropomorphism influences perceptions of trust and acceptance of service robots across contexts (Gajić et al., 2024). In the realm of AI and service robotics, cultural orientation significantly shapes responses to anthropomorphic designs. In Western contexts, a pragmatic and utilitarian mindset predominates anthropomorphic features are embraced when they enhance usability, task efficiency, and trust, yet designers remain cautious of designs that verge on excessive human likeness due to the "uncanny valley" phenomenon—an effect whereby entities that appear almost, but not entirely, human elicit perceptual discomfort and unease (Gee, F.C. & Browne, et al, 2005; Castelo, N., Sarvary, M, 2022). In contrast, Eastern cultures particularly in Japan, are deeply influenced by animist traditions and philosophies such as Shintoism and Confucian collectivism, which foster a worldview where non-human entities are perceived as animated and integral to social harmony (Spatola et al, 2022). Consequently, humanlike robots are more readily accepted as collaborative partners rather than mere tools, facilitating harmonious human–robot relationships grounded in cultural affinity and relational cognition. Anthropomorphism in branding (sub section research clusters on anthropomorphism part anthropomorphism in branding, paragraph 2 page 15) Western consumers appreciate anthropomorphic mascots and virtual influencers for their ability to create emotional resonance, yet they tend to guard against brand dilution and manipulative perceptions, prioritizing alignment with individuality and consumer autonomy. Eastern consumers, by contrast, often interpret humanlike brand imagery as a sign of approachability and communal harmony, with anthropomorphic branding strengthening long-term loyalty and trust in line with collectivist social norms. Anthropomorphic AI interactions (sub section research clusters on anthropomorphism part anthropomorphism in AI interactions, paragraph 3 and 3 page 16) Western audiences generally accept human-like AI when it serves functional and experiential purposes. However, they may be uncomfortable with excessive emotionality, citing privacy and ethical concerns. However, Eastern audiences tend to be more comfortable with emotionally expressive AI, viewing it as a legitimate social actor that facilitates relational engagement, reflecting a cultural openness to the integration of human and non-human agency. Anthropomorphized AI interactions have been widely researched in the context of chatbots, voice assistants, and recommendation systems. However, significant gaps exist in understanding the long-term psychological impact of these interactions, particularly regarding dependency, blind trust, or potential consumer manipulation. Most studies are still short-term experimental (Zheng et al., 2022). Anthropomorphism and consumer perception (sub section research clusters on anthropomorphism part anthropomorphism and consumer perception, paragraph 2 page 17) Given the perceptions of Western consumers, who often evaluate anthropomorphic cues based on their impact on autonomy and authenticity, excessive use risks skepticism or perceptions of manipulation. Such perceptions may lead consumers to question the credibility of the brand, thereby weakening trust and reducing long-term engagement (Goel, P., & Garg, A., 2025). Contrast to Eastern consumer perceptions, such gestures are generally viewed as genuine attempts to build trust and harmony, in line with cultural expectations of warmth, friendliness, and caring from brands and products. Recent research has confirmed that anthropomorphism can enhance trust, emotional intimacy, and consumer loyalty. However, the psychological mechanisms that differ across consumer segments (e.g., age, gender, and culture) remain underexplored. Some studies only address general effects without distinguishing perception dynamics in emerging markets (Lee & Lalwani, 2024). Anthropomorphism in tourism (sub section research clusters on anthropomorphism part anthropomorphism in tourism, paragraph 3 page 17-18) Western markets often use anthropomorphic storytelling in ecotourism or heritage promotion, but emphasize realism, accuracy, and cultural sensitivity to avoid undermining local traditions. Eastern tourism strategies, on the other hand, embrace anthropomorphic characters—such as animal mascots or mythological figures—as an integral part of conveying cultural values, hospitality, and emotional connection to the destination, rooted in a long-standing tradition of personified narratives. The use of anthropomorphism in tourism and hospitality destinations (e.g., robot receptionists or hotel chatbots) is beginning to be explored, but research remains limited to technical issues and service satisfaction, with little attention paid to the emotional and cultural dimensions of tourists. The lack of cross-national comparative studies also highlights a gap in understanding whether anthropomorphism is more effective in collectivist (Eastern) versus individualist (Western) cultures (Gajić et al., 2024). This distinction is crucial when employing anthropomorphic strategies in tourism development. Chatbots in commerce (sub section research clusters on anthropomorphism part chatbots in commerce, paragraph 1 and 2 page 18) However, when using chatbots in communication with humans, consideration must also be given to the consumer's background. Western consumers focus on speed, accuracy, and problem-solving abilities, welcoming anthropomorphic features such as names or avatars only if they enhance the user experience without sacrificing efficiency. Eastern consumers often respond to chatbots with friendly, human-like personalities that adhere to norms of interpersonal politeness, using anthropomorphic designs to build rapport, reduce perceived social distance, and encourage repeat interactions. However, it is also important to consider and understand the negative effects such as over trust, perceived manipulation, and consumer fatigue that result from intensive interactions with chatbots. There is still limited research linking chatbot anthropomorphism with long-term purchasing behavior and the sustainability of customer relationships (Fan et al., 2024), so the effectiveness of anthropomorphic chatbots in increasing customer satisfaction remains questionable. --------------------------------------------------------------------------------------------------------------------- Overgeneralized Conclusions The conclusion implies strong managerial implications, but few concrete links are made between clusters and real-world business applications (e.g., sector-specific cases in retail, healthcare, etc.). Some concluding statements, such as anthropomorphism being a “transformative strategy” in business and “contributing to daily life,” lack direct support from the reviewed data. Rephrase claims to align with the evidence presented. Add citations to support stronger claims. Author’s responses: We thank the reviewer for highlighting the need to align our conclusions more closely with the reviewed data and to ground our managerial implications in real-world examples. We try to rewrite the conclusion according to the directions. Reviewer’s comment : Minor Concerns Reviewer’s comment : There are some minor grammatical issues. Avoid overusing certain phrases. Phrases like “emotional closeness,” “enhances relationship,” and “relevant to technology” are repeated often, suggesting using synonyms to maintain engagement. Authors’s response: Thank you for your valuable feedback regarding the language and grammar. We have carefully revised the manuscript by removing repetitive phrases and replacing them with alternative expressions to improve readability, while ensuring that the original meaning and intended arguments remain unchanged. We only used Frase “emotional closeness” only in Literature Review, paragraph 2 line 5 page 4 . We changed others to “emotional attachment” in sub section Research Clusters on Anthropomorphism, sub-sub section Anthropomorphism and consumer perception, paragraph 1 line 5 page 17 and “emotional intimacy” in paragraph 2 line 8 page 17 --------------------------------------------------------------------------------------------------------------------- Addition References: Spatola, N., Marchesi, S., & Wykowska, A. (2022). The personality of anthropomorphism: How the need for cognition and the need for closure define attitudes and anthropomorphic attributions toward robots. Frontiers in Robotics and AI, 9, 863319. https://doi.org/10.3389/frobt.2022.863319 Castelo, N., Sarvary, M (2022). Cross-Cultural Differences in Comfort with Humanlike Robots. Int J of Soc Robotics 14, 1865–1873. https://doi.org/10.1007/s12369-022-00920-y Fan, W., Osman, S., Zainudin, N., & Yao, P. (2024). How information and communication overload affect consumers’ platform switching behavior in social commerce. Heliyon, 10 (10). Gajić, T., Vukolić, D., Bugarčić, J., Đoković, F., Spasojević, A., Knežević, S., ... & Dávid, L. D. (2024). The adoption of artificial intelligence in Serbian hospitality: A potential path to sustainable practice. Sustainability, 16 (8), 3172. Gee, F.C. & Browne, Will & Kawamura, Kazuhiko. (2005). Uncanny valley revisited. 151 - 157. 10.1109/ROMAN.2005.1513772. Kim, J. J. (2024). Brand portfolio extension of international hotel chains: A perspective on consumer confusion and consumer decision-making process. International Journal of Contemporary Hospitality Management, 36 (9), 3093–3111. Lee, H., & Lalwani, A. (2023). Power Distance Belief and Consumer Purchase Avoidance: Exploring the Role of Cultural Factors in Retail Dynamics. Journal of Marketing Research, 61, 349 - 367. https://doi.org/10.1177/00222437231182600 . Mori, M., MacDorman, K., & Kageki, N. (2012). The Uncanny Valley [From the Field]. IEEE Robotics & Automation Magazine, 19, 98–100. https://doi.org/10.1109/MRA.2012.2192811 Zheng, H., & Jiang, S. (2022). Linking the pathway from exposure to online vaccine information to cyberchondria during the COVID-19 pandemic: A moderated mediation model. Cyberpsychology, Behavior, and Social Networking, 25 (10), 625–633. Ding, A., Lee, R. H., Legendre, T. S., & Madera, J. (2022). Anthropomorphism in hospitality and tourism: A systematic review and agenda for future research. Journal of Hospitality and Tourism Management , 52 , 404–415. https://doi.org/10.1016/j.jhtm.2022.07.018 Kaifeng, L., & Pengbo, S. (2024). Effectiveness of facial anthropomorphism design for improving multimedia learning outcomes: Systematic review and meta-analysis. Smart Learning Environments , 11 (1), 42. https://doi.org/10.1186/s40561-024-00332-7 Mishra, R., & Mehta, R. (2023). The effects of food anthropomorphism on consumer behavior: A systematic literature review with integrative framework and future research directions. Appetite , 190 , 107035. https://doi.org/10.1016/j.appet.2023.107035 Brown, J. R., Crosno, J. L., & Tong, P. Y. (2019). Is the theory of trust and commitment in marketing relationships incomplete? Industrial Marketing Management, 77, 155–169. https://doi.org/10.1016/j.indmarman.2018.10.005 Tillery, M., & McGill, A. L. (2015). Who or What to Believe: Trust and the Differential Persuasiveness of Human and Anthropomorphized Messengers. Journal of Marketing, 79(4), 94–110. https://doi.org/10.1509/jm.12.0166 Goel, P., & Garg, A. (2025). Virtual personalities, real bonds: anthropomorphised virtual influencers’ impact on trust and engagement. Journal of Consumer Marketing. https://doi.org/10.1108/jcm-05-2024-6915. View more View less Competing Interests No conflicts of interest reply Respond Report a concern Adyantari A. Peer Review Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.178305.r390874) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/14-281/v1#referee-response-390874 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Gong T. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 22 Jul 2025 | for Version 1 Taeshik Gong , Hanyang University, Ansan, South Korea 0 Views copyright © 2025 Gong T. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Not Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions The submitted manuscript offers a comprehensive bibliometric review of anthropomorphism research in business, management, and accounting from 2010 to 2024, using Bibliometric-R and VOSviewer tools. The authors aim to map research trends, identify influential contributions, and propose future directions. The scope of the paper is timely and relevant, especially given the increasing interest in AI-human interaction and service technologies. The manuscript is informative and ambitious in scale, and it delivers a substantial compilation of existing literature. However, despite its merits, the paper suffers from a number of critical conceptual, methodological, and structural issues that require significant attention before it can be considered for indexing. 1. Strengths The manuscript addresses an important and underexplored gap by synthesizing the state of anthropomorphism research across business disciplines. The use of PRISMA, Bibliometric-R, and VOSviewer is appropriate, and the scale of the dataset (326 articles from Scopus) lends credibility to the mapping effort. The visualization of citation, co-citation, co-word, and co-authorship networks is particularly helpful. The paper also makes a commendable effort to delineate clusters and research streams such as AI and service robots, branding, and chatbot design. 2. Major Concerns (1) Conceptual Framing and Contribution The manuscript frequently conflates description with theorization. Although the authors succeed in cataloguing trends and summarizing thematic domains, there is little effort to develop an overarching conceptual framework or meta-theoretical synthesis. For a paper that aims to “unveil” anthropomorphism in business, it lacks a critical engagement with underlying assumptions, tensions, or divergent paradigms in the field (e.g., psychological vs. sociocultural interpretations of anthropomorphism). A stronger analytical lens is needed to move beyond summary toward explanation. (2) Limited Integration of Theories While the paper references foundational works (e.g., Epley et al., Aggarwal & McGill), it does not offer an integrative account of how anthropomorphism has been theorized or operationalized across subfields. For instance, the Technology Acceptance Model (TAM), UTAUT, social cognition theory, and affective-motivational theories are mentioned in passing but not systematically discussed. There is no analysis of how theoretical paradigms have shifted over time, nor of disciplinary boundaries (e.g., marketing vs. hospitality vs. IS). (3) Methodological Transparency and Rigor Although PRISMA is mentioned, the methodological section lacks clarity and replicability. Key details are missing regarding: -How articles were coded into specific themes or clusters -How inter-coder reliability (if any) was established -Whether full-texts were analyzed or only abstracts and keywords -How keywords were refined for co-word analysis (e.g., stemming, synonym merging) Without methodological rigor, the claims about the dominance or evolution of themes risk being anecdotal rather than empirical. (4) Overreliance on Descriptive Analysis Much of the discussion section is taken up by numerical summaries and frequency counts (e.g., publication trends by year, author country, journal ranking). While such descriptive statistics are valuable, they dominate at the expense of analytical depth. The manuscript would benefit from including more concrete interpretive insights into why certain themes have emerged or declined (e.g., impact of COVID-19, rise of chatbot ethics, cultural variations in consumer AI acceptance). (5) Language, Structure, and Redundancy The writing is generally readable but repetitive and occasionally imprecise. Several sentences are vague or inflated (e.g., “This paper plays an important role and contributes significantly to the development of business and daily life”). Some sections, such as the repetition of results in the discussion, could be significantly condensed. A tighter structure around clearly framed research questions and thematic insights would greatly improve coherence. (6) Superficial Treatment of Limitations and Ethical Issues The limitations section acknowledges the narrow temporal and linguistic scope, but other concerns remain unaddressed. For example, what are the epistemological limits of bibliometric tools in studying complex constructs like anthropomorphism? What ethical challenges arise in applying anthropomorphism in commercial AI systems (e.g., manipulation, surveillance, consent)? These dimensions deserve at least a brief critical reflection, especially in the conclusion. (7) Recommendations for Revision -Reorganize the manuscript around clearer research questions and thematic narratives. -Develop a conceptual model or framework to integrate findings across clusters. -Strengthen the methodological section with detailed protocols and coding logic. -Deepen the theoretical engagement across domains and over time. -Reduce descriptive redundancy and aim for analytical richness. -Expand the discussion of limitations, cultural-contextual variation, and ethical implications. 3. Conclusion This manuscript has potential to make a valuable contribution as a foundational bibliometric review of anthropomorphism in business disciplines. However, its current form remains too descriptive and lacks the theoretical and methodological depth expected of a scholarly systematic review. Major revisions are necessary to enhance its analytical sophistication, theoretical contribution, and narrative coherence. I encourage the authors to address the above issues and resubmit a significantly revised version. Are the rationale for, and objectives of, the Systematic Review clearly stated? Yes Are sufficient details of the methods and analysis provided to allow replication by others? No Is the statistical analysis and its interpretation appropriate? Not applicable Are the conclusions drawn adequately supported by the results presented in the review? Partly If this is a Living Systematic Review, is the ‘living’ method appropriate and is the search schedule clearly defined and justified? (‘Living Systematic Review’ or a variation of this term should be included in the title.) Not applicable Competing Interests No competing interests were disclosed. Reviewer Expertise Service failure and recovery, customer justice perceptions, and forgivenessHuman–robot interaction in hospitality and retail contextsAI and service automation impacts on consumer behavior and employee adaptationBrand attachment, nostalgia, and self-concept in consumer–brand relationshipsCognitive and emotional processes in consumer decision-making, including envy, empathy, and role consistencyAlgorithmic management and its dual impact on gig worker well-being (job demands/resources)Fairness, trust, and interaction design in technologically mediated service encounters I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. reply Respond to this report Responses (0) Gong T. Peer Review Report For: Anthropomorphism Unveiled: A Decade of Systematic Insights in Business and Technology Trends [version 2; peer review: 2 approved, 2 approved with reservations] . F1000Research 2025, 14 :281 ( https://doi.org/10.5256/f1000research.178305.r393191) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/14-281/v1#referee-response-393191 Alongside their report, reviewers assign a status to the article: Approved - the paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations - A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved - fundamental flaws in the paper seriously undermine the findings and conclusions Adjust parameters to alter display View on desktop for interactive features Includes Interactive Elements View on desktop for interactive features Competing Interests Policy Provide sufficient details of any financial or non-financial competing interests to enable users to assess whether your comments might lead a reasonable person to question your impartiality. Consider the following examples, but note that this is not an exhaustive list: Examples of 'Non-Financial Competing Interests' Within the past 4 years, you have held joint grants, published or collaborated with any of the authors of the selected paper. You have a close personal relationship (e.g. parent, spouse, sibling, or domestic partner) with any of the authors. You are a close professional associate of any of the authors (e.g. scientific mentor, recent student). You work at the same institute as any of the authors. 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