An Emerging Theory of Avatar Marketing

Monday, Mar 15, 2021 • American Marketing Association : American Marketing Association Article

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 the above example illustrates, avatar-based marketing is still in its nascent stage. Consequently, marketers need help designing strategies for successful marketing applications. A new Journal of Marketing study explores how to accomplish this important goal....

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