The avatar in marketing: Synthesis, integrative framework and perspectives

Garnier,Marion;Poncin, Ingrid
(2013) Recherche et Applications en Marketing — Vol. 28, n° 1, p. 85-115 (2013)

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Abstract
The marketing literature on the graphical representation of the online consumer and its effects on consumption and exchanges is still in its infancy. This article contributes by carrying out a multidisciplinary synthesis on this theme. The proposed integrative model focuses on the identification with the avatar, its antecedents and consequences in a commercial context. Based on this framework, the article concludes with specific propositions for future research in this domain.
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Garnier, M., & Poncin, I. (2013). The avatar in marketing: Synthesis, integrative framework and perspectives. Recherche et Applications en Marketing, 28(1), 85-115. https://doi.org/10.1177/2051570713478335 (Original work published 2013)