Journal of Marketing· 2021Q1
An Emerging Theory of Avatar Marketing
- 629citations
- Q1SCImago
- 2021year
Short summary
A new theory of avatar marketing proposes that aligning an avatar's form realism and behavioral realism, based on a 2x2 taxonomy, explains its effectiveness in driving purchase likelihood.
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Sign in on the web to openField: Human-Computer Interaction
Human-Computer InteractionComputer Science