Strengthening consumer–brand relationships through avatars

Abstract

PurposeAvatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which are three-dimensional animated graphical web interfaces that verbally aid the brand stakeholders (e.g. customers, employees and suppliers). Avatars provide administrative and technical information through the brand website. Drawing upon the stimuli–organism–response (S-O-R) paradigm, this research examines the impact of avatars as an information provision and interacting tool (vs a traditional format) on consumers' perceptions, attitudes and behaviors toward a brand. It also investigates the roles of familiarity with avatar use and the language used by an avatar in shaping consumers' responses.Design/methodology/approachAcross two laboratory experiments, the authors examined and confirmed causal relationships between the use of avatars (vs a traditional format) on a website and attitudinal and behavioral constructs.FindingsWe show that avatars (vs written information) had a significant effect on controlling information. The users in our experiments had greater control over the information provided when it was presented as text on a website compared to the case of avatars “telling” the information. Different languages and familiarity with avatar use also affected the consumers' hedonism in terms of website use.Originality/valueWe advance the understanding of avatar use in website design, particularly avatars' verbal interaction, in shaping consumers' cognitive, affective, attitudinal and behavioral responses and add important empirical evidence to the growing body of research and practices involving avatar use in interactive marketing.

Virtual ideality vs. virtual authenticity: exploring the role of social signals in interactive marketing

“…monetary reward) and inauthentic (Lee and Eastin, 2021), and the role of perceived signal authenticity is also worth studying in the future. In addition, future research can also consider other social activities in VR shopping environment, such as consumers' interaction with virtual assistants or avatars (Candao et al , 2023; Elsharnouby et al , 2023).…”

Determinants of Consumer Buying Interest

“…Brands that possess a well-established reputation for high quality frequently exhibit enhanced attractiveness to consumers. This phenomenon can be attributed to the establishment of a robust reputation for quality by certain brands over an extended duration, which afterwards facilitates a heightened propensity for consumer interest and willingness to purchase, despite the presence of elevated pricing (Ahmed, Singh, and Samala 2023;Elsharnouby et al 2023;Tosun and Köylüoğlu 2023). Consumers frequently establish a connection between brands and their stated quality features, and companies that have demonstrated their quality in prior encounters http://journal.iainlangsa.ac.id/index.php/ebis possess a competitive advantage in generating enduring purchasing interest.…”

“…It explores how the introduction of innovative elements in a product, service, or business procedure might influence the level of consumer interest and motivation towards making a purchase. In the context of the dynamic and progressive global era, it is imperative for businesses to include innovation into their strategic frameworks (Ahmed, Singh, and Samala 2023;Elsharnouby et al 2023;Tosun and Köylüoğlu 2023). This is necessary not only to effectively address the escalating demands of consumers but also to establish a distinctive position in an intensifying market landscape.…”

“…This, in turn, may serve as an impetus for consumers to delve deeper into the product, seeking to acquire a more comprehensive understanding of its qualities. Moreover, innovation is frequently linked to http://journal.iainlangsa.ac.id/index.php/ebis significant advancements in technology (Ahmed, Singh, and Samala 2023;Elsharnouby et al 2023;Tosun and Köylüoğlu 2023). When a product or service incorporates cutting-edge technology, consumers may be inclined to embrace the product due to the belief that new technology frequently signifies enhanced quality or superior performance.…”

Hindering or nurturing digital transformation: the role of consumer's thinking capabilities and other customers' perception

“…In the service sector, DT means acquiring technology-centric capabilities that enable new methods of delivering service (e.g. Elsharnouby et al ., 2022; Zouari and Abdelhedi, 2021). Changing to digital is harder in the service industry because organisations deal with customers as a part of the production process.…”