2024
DOI: 10.1002/mar.22129
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Into the virtual worlds: conceptualizing the consumer‐avatar journey in virtual environments

Yue Peng,
Kirsten Cowan,
Joel Lo Ribeiro

Abstract: As digital representations of human controllers, consumer‐avatars play a pivotal role in enabling immersive consumer experiences in virtual environments. Despite their significance in digital marketing research, the literature on consumer‐avatars is highly fragmented and lacks comprehensive analysis across studies. To address this gap, we conducted a systematic literature review and developed a comprehensive conceptual framework of the consumer‐avatar journey, encompassing three unique phases: Self Representat… Show more

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