Someone out there? A study on the social presence of anthropomorphized chatbots
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Certain individuals persist in favoring conventional teaching methodologies, posing conceptual obstacles to the adoption of novel technologies, as they are inclined to view chatbots solely as utilitarian devices rather than as collaborative educational partners.
“Lastly, certain individuals persist in favoring conventional teaching methodologies, posing conceptual obstacles to the adoption of novel technologies, as they are inclined to view chatbots solely as utilitarian devices rather than as collaborative educational partners (55).”
From Digital affordances of AI chatbots in nursing education: a systematic review of learning gains and gaps in the evidence (2026) · cites this paper as [55]
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“Social values, such as perceiving chatbots as human-like social actors, that is, perceived anthropomorphism and perceived social presence, increase customer satisfaction and use of chatbots (Gnewuch et al., 2022; Konya-Baumbach et al., 2023).”
Wüst, K., & Bremser, K. (2025) · Tourism and Hospitality · doi:10.3390/tourhosp6010036 · Cited by 45 · see citing works
Zhao, X., Sun, Y., Liu, W.-L., & Wong, C.-W. (2024) · J. Comput. Mediat. Commun. · doi:10.1093/jcmc/zmae022 · Cited by 32 · see citing works
Purchase Intentions in a Chatbot Environment: An Examination of the Effects of Customer Experience
Martínez Puertas, S., Illescas Manzano, M. D., Segovia López, C., & Ribeiro-Cardoso, P. (2024) · Oeconomia Copernicana · doi:10.24136/oc.2914 · Cited by 34 · see citing works
“Social presence does lead to more positive emotions (Konya-Baumbach et al ., 2023) and generates a more positive experience (Rhim et al ., 2022).”
BackgroundDiwanji, V. S., Geana, M., Pei, J., Nguyen, N. H. T., Izhar, N., & Chaif, R. H. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2454954 · Cited by 36 · see citing works
“However, the important question is whether or not chatbots elicit similar levels and types of social and intellectual presence as human agents (Konya-Baumbach et al., 2023).”
Human–chatbot communication: a systematic review of psychological studies
Семеновна, Р. А., & Воронин, А. Н. (2025) · AI & Society · doi:10.1007/s00146-025-02277-y · Cited by 40 · see citing works
“…anthropomorphism in chatbots has been shown to enhance social presence, satisfaction, emotional connections with a company, trust, purchase intention, and perceived competence (Janson 2023; Jiang et al. 2022, 2023; Konya-Baumbach et al. 2023; Rhim et al. 2022; Nguyen et al. 2023; Araujo 2018).”
Rządeczka, M., Sterna, A., Stolińska, J., Kaczyńska, P., & Moskalewicz, M. (2024) · JMIR Mental Health · doi:10.2196/64396 · Cited by 32 · see citing works
“The scenario tests the bot’s ability to navigate and clarify its nonhuman nature without alienating the user, addressing un-realistic expectations about its capabilities [35-37].”
Yan, H., Wei, Y., & Xiong, H. (2024) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2024.2352928 · Cited by 33 · see citing works
“…Knijnenburg & Willemsen, 2016; Pizzi et al., 2023), identity cues, such as human-associated names (Araujo, 2018; Go & Sundar, 2019), and conversational cues like imitation of human language and interactive messaging (Konya-Baumbach et al., 2023; Schanke et al., 2021), are effective interventions.”
Artificial intelligence psychological anthropomorphism: scale development and validation
Shen, P., Zhang, F., Fan, X., & Liu, F. (2024) · Service Industries Journal · doi:10.1080/02642069.2024.2366970 · Cited by 31 · see citing works
“Additionally, speci fi c features of anthropomorphism – such as appearance (Lu et al., 2021), voice (Zhou et al., 2023), verbal style (Konya-Baumbach et al., 2023), and smile (Baek et al., 2022) – impact a user ’ s experience.”
Deng, Z., & Yan, J. (2025) · SAGE Open · doi:10.1177/21582440251365438 · Cited by 29 · see citing works
“Scholars have found that the social attributes of chatbots not only influence consumers’ social interaction goals but also impact their reactions toward chatbot behaviors (X. Cheng et al., 2022; Go & Sundar, 2019; Konya-Baumbach et al., 2023; Schanke et al., 2021; Sheehan et al., 2020).”
Beyond Anthropomorphism: Social Presence in Human– AI Collaboration Processes
Siemon, D., Elshan, E., de Vreede, T., Ebel, P., & de Vreede, G. (2025) · Journal of Management Studies · doi:10.1111/joms.70000 · Cited by 32 · see citing works
David-Ignatieff, A., Buzeta, C., Pelsmacker, P. D., & Mouelhi, N. B. D. (2023) · Journal of Marketing Communications · doi:10.1080/13527266.2023.2199026 · Cited by 27 · see citing works
“Parts of this mechanism have been studied in previous research, but underlying mechanisms that drive customer reactions toward anthropomorphized chatbots are rarely explored (Konya-Baumbach, Biller, and von Janda 2023).”
Premathilake, G. W., Li, H., Li, C., Yong, L., & Han, S. (2024) · Industrial Management & Data Systems · doi:10.1108/imds-10-2023-0781 · Cited by 32 · see citing works
Driving human–robot value co-creation in hospitality: the role of artificial empathy
Zhu, T., Xie, L., & Liu, C. (2025) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2024.104075 · Cited by 27 · see citing works
Virtual influencers in marketing: addressing authenticity challenges through anthropomorphism
Yin, G., Pei, Y., Farivar, S., Wang, F., & Wang, S. (2025) · Asia Pacific Journal of Marketing and Logistics · doi:10.1108/apjml-01-2025-0025 · Cited by 30 · see citing works
Transparency Enhances Positive Perceptions of Social Artificial Intelligence
Xu, Y., Bradford, N., & Garg, R. (2023) · Human Behavior and Emerging Technologies · doi:10.1155/2023/5550418 · Cited by 28 · see citing works
Mindsets and mirrors: How growth mindsets shape anthropomorphism in AI‐enabled technologies
Chen, Q. Q., & Yi, Y. (2024) · Psychology and Marketing · doi:10.1002/mar.22108 · Cited by 26 · see citing works
Chatbot Anthropomorphism, Social Presence, Uncanniness and Brand Attitude Effects
Hill, S. R., & Troshani, I. (2024) · Journal of Computer Information Systems · doi:10.1080/08874417.2024.2423187 · Cited by 30 · see citing works
Anthis, J. R., Pauketat, J. V. T., Ladak, A., & Manoli, A. (2025) · Proceedings of the 2025 CHI Conference on Human Factors in Computing Systems · doi:10.1145/3706598.3713329 · Cited by 24 · see citing works
“For example, In every 2023 category, over a quarter said that sentient AI already existed or would exist in one year.”
What Drives Purchase Intention in Live Streaming E-Commerce? The Perspectives of Virtual Streamers
Yu, T., Teoh, A. P., Bian, Q., Liao, J., & Wang, C. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2487721 · Cited by 23 · see citing works
“It encompasses warmth, personal touch, direct contact, and emotional sensitivity (Konya-Baumbach et al., 2023; Verhagen et al., 2014).”
Nisha Pradeepa, S. P., Asokk, D., Prasanna, S., & Alam, A. S. (2024) · Journal of Systems and Information Technology · doi:10.1108/jsit-04-2023-0062 · Cited by 25 · see citing works
Li, T., Wang, M., & Wang, F. (2025) · International Journal of Consumer Studies · doi:10.1111/ijcs.70066 · Cited by 22 · see citing works
Jia, X., Zhao, X., Tao, W., & Ahn, S. (2024) · Journal of Internet Commerce · doi:10.1080/15332861.2024.2375965 · Cited by 23 · see citing works
Explaining the Wait: How Justifying Chatbot Response Delays Impact User Trust
Zhang, Z., Tsiakas, K., & Schneegass, C. (2024) · ACM Conference on Conversational User Interfaces (CUI) · doi:10.1145/3640794.3665550 · Cited by 21 · see citing works
Yan, J., Luo, B., & Zhang, T. (2024) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-05-2024-0758 · Cited by 21 · see citing works
Investigating Drivers of Customer Experience with Virtual Conversational Agents
Nguyen, T. T., Trivedi, R. H., Fukukawa, K., & Adomako, S. (2025) · Information Systems Frontiers · doi:10.1007/s10796-024-10572-0 · Cited by 24 · see citing works
“For instance, social presence enhances positive customer responses (Konya-Baumbach et al., 2023) while it does not trigger customers’ favorable behavior (Li & Mao, 2015).”
Mokoena, N., & Obagbuwa, I. C. (2025) · Frontiers in Artificial Intelligence · doi:10.3389/frai.2024.1515716 · Cited by 19 · see citing works
“More companies’ customer interfaces are being transformed by these technologies from being people oriented to being technology orientated (Konya-Baumbach et al., 2023).”
Wan, C., Lee, D., Ng, P. M. L., & Leung, T. C. H. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2561771 · Cited by 19 · see citing works
“Social presence was measured using five items based on a chatbot study by Konya-Baumbach et al. (2023).”
Yang, Y., Xu, J., Fan, Z.-P., & Land, L. P. W. (2023) · Acta Psychologica · doi:10.1016/j.actpsy.2023.103846 · Cited by 19 · see citing works
Factors Affecting Customer Readiness to Trust Chatbots in an Online Shopping Context
Fu, J., Mouakket, S., & Sun, Y. (2024) · Journal of Global Information Management · doi:10.4018/jgim.347503 · Cited by 19 · see citing works
Zhang, L., Shao, Z., Zhao, T., Li, X., & Zhang, J. (2024) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2024.101469 · Cited by 18 · see citing works
Polite AI mitigates user susceptibility to AI hallucinations
Pak, R., Rovira, E. M., & McLaughlin, A. C. (2024) · Ergonomics · doi:10.1080/00140139.2024.2434604 · Cited by 20 · see citing works
“…may have a strong social or emotional dimen-sion (anthropomorphism engendered through the conversation metaphor and embodiment through language use; Konya-Baumbach, Biller, and von Janda 2023; Roy and Naidoo 2021), be more interactive and bi-directional, and have less structured tasks and goals…”
Expert or partner: The matching effect of AI chatbot roles in different service contexts
Zhu, Y., Liang, J., & Zhao, Y. (2025) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2025.101496 · Cited by 20 · see citing works
Customer trust and willingness to use shopping assistant humanoid chatbot
Wang, Y., Mohsin, M., & Jamil, K. (2024) · Service Industries Journal · doi:10.1080/02642069.2024.2432935 · Cited by 20 · see citing works
“Although many researchers (Dekkal et al., 2023; Jiang et al., 2023; Konya-Baumbach et al., 2023) have focused on the humanoid attributes of chatbots to build customer trust in shopping assistant chatbots, this area of research is in initial stage and there is need of thorough investigation about…”
Kazakova, A., Kim, Y., Choi, S., & Kim, I. (2025) · Journal of Travel & Tourism Marketing · doi:10.1080/10548408.2025.2468465 · Cited by 17 · see citing works
“HSP is triggered by human staff, representing the sense of a conspecific presence, whereas ASP is evoked by a service robot, representing a different specific presence (Konya-Baumbach et al., 2023; van Doorn et al., 2017).”
Liu, S., & Mei, Y. (2025) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2025.124387 · Cited by 19 · see citing works
Sheehy, L., Bouchard, S., Kakkar, A., El Hakim, R., Lhoest, J., & Frank, A. (2024) · Journal of Clinical Medicine · doi:10.3390/jcm13185574 · Cited by 16 · see citing works
An authentic human-like figure: the success keys of AI fashion influencer
Toyib, J. S., & Paramita, W. (2024) · Cogent Business & Management · doi:10.1080/23311975.2024.2380019 · Cited by 18 · see citing works
“…(aubel et al., 2022). business resilience (Paramita et al., 2022), trust, purchase intention, word-of-mouth and shopping experience satisfaction (konya-Baumbach et al., 2023). cui (2022) revealed that the anthropomorphism of intelligent chatbots has the potential to influence consumers’ risk…”
Lin, J.-S. (2024) · International Journal of Advertising · doi:10.1080/02650487.2024.2410559 · Cited by 19 · see citing works
Hardin, A. E., Schinoff, B. S., Byron, K., & Balven, R. M. (2024) · Academy of Management Journal · doi:10.5465/amj.2022.0683 · Cited by 16 · see citing works
Xia, T., Pan, X., Cao, M., & Guo, J. (2025) · Education and Information Technologies · doi:10.1007/s10639-025-13491-y · Cited by 18 · see citing works
“Konya-Baumbach et al. (2023) explored interactions between intelligent chatbots and customers on the basis of an experimental approach and reported that the PSE associated with chatbots positively affects TR.”
Ho, S. S., Wijaya, S. A., & Ou, M. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2490703 · Cited by 16 · see citing works
“For instance, Konya-Baumbach et al. (2023) reported that higher levels of anthropomorphism in e-commerce chatbots increased intentions for word-of-mouth promotion, mediated by the chatbots’ enhanced social presence.”
Knödler, L., & Rudeloff, C. (2024) · Journal of Creative Communications · doi:10.1177/09732586241253651 · Cited by 16 · see citing works
“This is also reflected in prior studies (Konya-Baumbach et al., 2023) and can be illustrated regarding the new phenomenon of human-like AI-generated social media influencers, which can exert positive brand benefits similar to those produced by human celebrity endorsers (Böhndel et al., 2023).”
Huang, J., Gu, R., Feng, Y., & Luo, W. (2025) · Psychology and Marketing · doi:10.1002/mar.22186 · Cited by 18 · see citing works
Estimating the Impact of “Humanizing” AI Assistants
Xie, Y., Zhao, S., Zhou, P., Lu, L., Liang, C., & Jiang, L. (2023) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2023.2291614 · Cited by 15 · see citing works
“…focused on business scenarios, such as investigating the anthropo-morphism of brands and products to improve consumers’ purchase intentions (Konya-Baumbach et al., 2023) or investigating the anthropomorphism of chatbots to enhance user interaction experiences (Go & Sundar, 2019; Schanke…”
InfluentialSeok, J., Lee, B. H., Kim, D., Bak, S., Kim, S., Kim, S.-T., & Park, S.-M. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2024.2443263 · Cited by 15 · see citing works
“Additionally, assigning human-like conversational characteristics or emotions to AI chatbots has been associated with increased reliability, satisfaction, and users’ intention to continue using them (Konya-Baumbach et al., 2023).”
Sharma, H., & Sharma, D. (2025) · Marketing Intelligence & Planning · doi:10.1108/mip-06-2023-0268 · Cited by 15 · see citing works
Jiang, T., Huang, C., Xu, Y., & Zheng, H. (2025) · Behaviour and Information Technology · doi:10.1080/0144929x.2025.2474087 · Cited by 15 · see citing works
Xu, Y., Chi, C. G., Gürsoy, D., & Cai, R. (2025) · Technology in Society · doi:10.1016/j.techsoc.2025.103189 · Cited by 14 · see citing works
Marconi, L., Longo, L., & Cabitza, F. (2026) · Machine Learning and Knowledge Extraction · doi:10.3390/make8020028 · Cited by 19 · see citing works
“Use-fulness and satisfaction reliably mediate continuance intention in technology-adoption paradigms [62,66,76,77,83,84,87,101].”
Xi, Y., Ji, A., & Yu, W. (2024) · Telematics and Informatics · doi:10.1016/j.tele.2024.102194 · Cited by 15 · see citing works
Rahman, M. S., Sabbir, M. M., Zhang, J., Taufique, K. M. R., & Rahman, M. M. (2024) · International Journal of Consumer Studies · doi:10.1111/ijcs.13096 · Cited by 14 · see citing works
From Seconds to Sentiments: Differential Effects of Chatbot Response Latency on Customer Evaluations
Kim, K., Shams, G., & Kim, K. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2508915 · Cited by 13 · see citing works
“Prior research highlights the positive impact of anthropomorphic features on customer trust, engagement, and satisfaction by making digital agents appear more relat-able and socially competent (Blut et al., 2021; Konya-Baumbach et al., 2023).”
Not in our image: rethinking anthropomorphism in expert chatbot design
Karimova, G. Z. (2025) · AI & Society · doi:10.1007/s00146-025-02438-z · Cited by 14 · see citing works
The AI chatbot anthropomorphism dilemma
Nikolov, A. N., Iyer, P., Rokonuzzaman, M., Batra, G., Eskridge, B., & Sen, S. (2025) · Marketing Intelligence & Planning · doi:10.1108/mip-09-2024-0623 · Cited by 13 · see citing works
Co-experiencing with AI: effects on social bonding and empathy in human–AI relationships
Qian, Y., & Wan, X. (2025) · Technology in Society · doi:10.1016/j.techsoc.2025.103009 · Cited by 12 · see citing works
Tasks Over Traits: User Perception of Humanlike Features in Goal-Oriented Chatbots
Haresamudram, K., van As, N., & Larsson, S. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2470311 · Cited by 12 · see citing works
“Humanlikeness of agents has been linked to several important factors in user interaction with conversational agents, such as perceived trust (Chen et al., 2023; Law et al., 2022; Rheu et al., 2021), and social presence (Dinh & Park, 2024; Konya-Baumbach et al., 2023; Van Hooijdonk, 2021).”
Williams, B. A. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2575897 · Cited by 12 · see citing works
“For instance, voice assistants may enhance social presence through human-like vocal cues, such as tone, pitch, and speech patterns, which create a sense of warmth and immediacy (Konya-Baumbach et al., 2023).”
- Authors
- Konya-Baumbach, E., Biller, M., & von Janda, S.
- Affiliations
- University of Mannheim (DE)
- Corresponding author
- Konya-Baumbach, Elisa
- Venue
- Computers in Human Behavior
- Publisher
- Elsevier BV
- Published
- 2023-02
- Volume
- 139
- Pages
- 107513
- ISSN
- 0747-5632 (ISSN-L)
- OpenAlex
- W4303649269
- Cited by
- 283
- References
- 74
- Citations by year
- 2026: 107 · 2025: 96 · 2024: 54 · 2023: 26
- FWCI
- 13.73
- Type
- journal article
- Language
- en
- Open access
- green
- doi.org
- Licence
- Locations
- Computers in Human Behavior (publishedVersion)
- ARBOR - Bern University of Applied Sciences Repository (submittedVersion)
- BFH: ARBOR
- Funders
- Deutsche Forschungsgemeinschaft (397270471)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Psychology › Social Psychology › Social Robot Interaction and HRI
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- chatbots, anthropomorphism, social presence, trust, purchase intention, word of mouth, customer satisfaction, shopping motivation, sensitive information disclosure
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