The avatar in marketing: Synthesis, integrative framework and perspectives

Garnier, Marion;Poncin, Ingrid
(2016) EMAC — Location: OSLO (24.May.2016)

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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. (2016). The avatar in marketing: Synthesis, integrative framework and perspectives. Recherche et Applications en Marketing, 28(1), 85-105. https://hdl.handle.net/2078.5/218615 (Original work published 2013)