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Researchers from University of Texas-Arlington, University of Virginia, Sun Yat-Sen University, and University of Washington published a new paper in the
Journal of Marketing that seeks to advance the discipline of avatar-based marketing.
The study, forthcoming in the
Journal of Marketing, is titled An Emerging Theory of Avatar Marketing and is authored by Fred Miao, Irina Kozlenkova, Haizhong Wang, Tao Xie, and Robert Palmatier.
In 2020, Samsung s Star Labs brought digital avatars to CES 2020. However, this promotion was burned by its own fanfare. The avatars looked realistic and successfully answered some questions, but only when they were heavily controlled. As this example illustrates, avatar-based marketing is still in its nascent stage. ....

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