An Emerging Theory of Avatar Marketing
Abstract
Avatars are becoming increasingly popular in contemporary marketing strategies, but their effectiveness for achieving performance outcomes (e.g., purchase likelihood) varies widely in practice. Related academic literature is fragmented, lacking both definitional consistency and conceptual clarity. This article makes three main contributions to avatar theory and managerial practice. First, to address ambiguity with respect to its definition, this study identifies and critically evaluates key conceptual elements of the term avatar, offers a definition derived from this analysis, and provides a typology of avatars’ design elements. Second, the proposed 2 × 2 avatar taxonomy suggests that the alignment of an avatar’s form realism and behavioral realism, across different contingencies, provides a parsimonious explanation for avatar effectiveness. Third, the authors develop an emerging theory of avatar marketing by triangulating insights from fundamental elements of avatars, a synthesis of extant research, and business practices. This framework integrates key theoretical insights, research propositions, and important managerial implications for this expanding area of marketing strategy. Lastly, the authors outline a research program to test the propositions and insights as well as advance future research.
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This will help recruit digitally savvy talent who otherwise would not have been part of influencer marketing campaigns.
“This will help recruit digitally savvy talent who otherwise would not have been part of influencer marketing campaigns (Miao et al., 2022).”
From Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy (2022) · cites this paper as Miao et al., 2022
Digital communities make it possible for individuals to take their own social avatars.
“The digital communities make it possible for individuals to take their own social avatars (Miao et al., 2022).”
From Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy (2022) · cites this paper as Miao et al., 2022
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Will virtual influencers overcome the uncanny valley? The moderating role of social cues
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Consumer attitudes toward AI-generated ads: Appeal types, self-efficacy and AI’s social role
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Self-citationChatbots in frontline services and customer experience: An anthropomorphism perspective
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Keep it #Unreal: Exploring Instagram Users’ Engagement With Virtual Influencers in Tourism Contexts
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Examining students’ intention to use ChatGPT: Does trust matter?
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Let virtual creatures stay virtual: tactics to increase trust in virtual influencers
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Metaverse in services marketing: an overview and future research directions
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Artificial intelligence in live streaming: How can virtual streamers bring more sales?
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Virtual Influencers Versus Real Connections: Exploring the Phenomenon of Virtual Influencers
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How does AI drive branding? Towards an integrated theoretical framework for AI-driven branding
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A meta-analysis of the effect of chatbot anthropomorphism on the customer journey
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Virtual influencer marketing: a study of millennials and gen Z consumer behaviour
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- Authors
- Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W.
- Affiliations
- The University of Texas at Arlington (US)
- University of Virginia (US)
- Sun Yat-sen University (CN)
- University of Washington (US)
- Corresponding author
- Miao, Fred
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2021-05-25
- Volume
- 86
- Issue
- 1
- Pages
- 67-90
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W3127061213
- Cited by
- 688
- References
- 79
- Citations by year
- 2026: 165 · 2025: 191 · 2024: 189 · 2023: 103 · 2022: 33 · 2021: 6 · 2019: 1
- FWCI
- 28.99
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Funders
- National Natural Science Foundation of China (71832015; 72072191)
- Topics
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- avatars, behavioral realism, purchase probability, marketing strategy
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