The virtual avatar (VA) concept has gained significant attention since the introduction of virtual products. This study aims to investigate the present level of advancement and forthcoming research directions in the domain of VA while also constructing a conceptual framework for VA. A thorough examination of the VA field was carried out by integrating bibliometric and content analytic techniques. Eight hundred ninety-nine journal articles underwent descriptive bibliometric analysis using CiteSpace and VOSviewer software to construct and visualize synthetic networks. Two hundred forty-eight documents were selected for content analysis. VA is mostly focused on a few specific disciplines and journals prioritizing innovation. Conducting empirical investigations in many settings can enhance the research areas of Virtual Reality (VR), Augmented Reality (AR), and Extended Reality (XR), including improving algorithms, exploring accessibility usage, and examining public service applications. Alternative theoretical frameworks can provide novel insights and additional directions for the development of the VA field.