Cited by 688AI in Service InteractionsDigital Marketing and Social MediaMarketing and Advertising Strategies

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An Emerging Theory of Avatar Marketing

Miao, Fred, Kozlenkova, Irina V., Wang, Haizhong, Xie, Tao, Palmatier, Robert W.·2022·Journal of Marketing

DOI 10.1177/0022242921996646

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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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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
ORCID: Miao, Fred
Kozlenkova, Irina V.
Wang, Haizhong
Xie, Tao
Palmatier, Robert W.
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
DOI: 10.1177/0022242921996646
OpenAlex: W3127061213
Cited by: 688
References: 79
Citations by year: 2026: 165 · 2025: 191 · 2024: 189 · 2023: 103 · 2022: 33 · 2021: 6
FWCI: 28.99
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Funders: National Natural Science Foundation of China (71832015; 72072191)
Topics: Social Sciences › Business, Management and Accounting › Marketing › AI in Service Interactions
Social Sciences › Business, Management and Accounting › Marketing › 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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An Emerging Theory of Avatar Marketing

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