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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 (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
In the citing paper
“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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“As stated by [5], Marketers also integrate AI into digital environments like avatars.”
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“Moreover, Miao, Kozlenkova, Wang, Xie and Palmatier [12] conceptualized the form continuum to explain how likely users can create any type of avatar from human-like to non-human-like (for instance, a cartoon, an animal, or any kind of form).”
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InfluentialFacial Trustworthiness in Artificial Faces: A Systematic Review
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“Artificial faces (also called avatar faces) are CG identities or virtual representations that commonly take the form of three-dimensional images (Guo et al., 2023; Miao et al., 2022).”
Kobayashi, K., Mukai, T., Yasunaga, T., & Shiota, S. (2025) · Information and Technology in Education and Learning · doi:10.12937/itel.5.1.sh.p001 · Cited by 1
Chen, H., Shao, B., Yang, X., Kang, W., & Fan, W. (2023) · SSRN Electronic Journal · doi:10.2139/ssrn.4521858 · Cited by 1
Fu, S. (2024) · SSRN Electronic Journal · doi:10.2139/ssrn.4807940 · Cited by 1
There and Back Again: How Consumers Live and Extend Narrative BrandsPreprint
Orazi, D. C., & van Laer, T. (2019) · SSRN Electronic Journal · doi:10.2139/ssrn.3347452
Research on Metahuman in Brand Non-Fiction Communication
Liu, X. (2022) · BCP Business & Management · doi:10.54691/bcpbm.v23i.1347
“Unlike human celebrities, she will never be fallible or misbehave due to the lack of agentic spontaneity, which attracts significant commercial clients [9].”
BackgroundVirtual Idol Characterization: Based on Consumer Perception Perspective
赵, 俊. (2023) · Advances in Psychology · doi:10.12677/ap.2023.137366
Influencer Marketing. Potencjał cyfrowych twórców w kształtowaniu relacji konsumentów z markami
Łaszkiewicz, A. (2022) · Wydawnictwo Uniwersytetu Łódzkiego eBooks · doi:10.18778/8331-087-9
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The impact of chatbot avatars on relationship quality in commercial scenarios
Tu, Y., Xiao, L., Liu, W., & Yang, Z. G. O. (2023) · WRC Symposium on Advanced Robotics and Automation (WRC SARA) · doi:10.1109/wrcsara60131.2023.10261802
He, V. F., Landau, D., Stern, I., & Vanneste, B. S. (2023) · SSRN Electronic Journal · doi:10.2139/ssrn.4658368
“…to research, our findings on how trust generalizes in virtual interactions can also guide the design of social interactions in the virtual world, including virtual onboarding, team building, training, performance feedback, remote collaboration, and customer interactions (Miao et al., 2022).”
Background
Metadata
- 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
- 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
- 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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