What does the rise of avatars mean for consumers? A Systematic literature review and future research opportunities

Dahiya, Atul and Banerji, Diptiman (2024) What does the rise of avatars mean for consumers? A Systematic literature review and future research opportunities. In: Navigating the digital landscape : Understanding customer behaviour in the online world. Emerald Publishing Limited, pp. 17-37. ISBN 978-1-83549-272-7

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Abstract

As avatars are increasingly becoming popular, both scholars and businesses are acknowledging the vast potential that avatars hold for the future. Despite this growing interest in avatars, no review articles have attempted to provide a comprehensive overview of avatar literature and its implications for consumers. The present review addresses this gap using the combination of descriptive analysis (for corpus performance), bibliometric analysis (for corpus performance and emerging themes), and thematic analysis (for emerging themes and implications as well as future research opportunities). We conducted a review of 47 Scopus-indexed articles from 34 journals between year 2006 and 2023. By examining the corpus performance of avatar literature, the emerging themes, and future research opportunities, this review offers scholars a comprehensive overview of the subject matter.

Item Type: Book Section
Keywords: Avatars | Consumers | Systematic literature review | Descritive analysis | Bibliometric analysis | Thematic analysis
Subjects: Social Sciences and humanities > Social Sciences > Social Sciences (General)
JGU School/Centre: Jindal Global Business School
Depositing User: Subhajit Bhattacharjee
Date Deposited: 10 May 2024 14:19
Last Modified: 10 May 2024 14:19
Official URL: https://doi.org/10.1108/978-1-83549-272-720241002
URI: https://pure.jgu.edu.in/id/eprint/7730

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