Tracing the trajectory of avatar marketing: An academic exploration through bibliometric analysis and the six-markets stakeholder model

Ankit Kumar Sinha () and Subhro Sarkar
Additional contact information
Ankit Kumar Sinha: Indian Institute of Management Ranchi
Subhro Sarkar: Indian Institute of Management Ranchi

Electronic Markets, 2025, vol. 35, issue 1, No 96, 25 pages

Abstract: Abstract The domain of avatar marketing has garnered significant scholarly attention as it continues to evolve. This study aims to explore the growing interest in this field by examining various aspects of the literature, such as publication trends and prevalent themes. It analyses the domain through the lens of various stakeholders, explores research trends and citation patterns, and identifies gaps to inform future research. To gain a comprehensive understanding of the domain and highlight areas needing further exploration, this study employs bibliometric analysis on 232 peer-reviewed publications spanning from 2005 to 2024. Additionally, this paper proposes a conceptual framework based on the six-market stakeholder model to enhance the current understanding of the domain. This framework offers a concise overview of how six distinct stakeholder markets influence the growth and development of avatar marketing. The study further highlights how avatars and virtual environments enable organisations to strengthen connections with consumers, thus enhancing their satisfaction and overall experience. The findings offer valuable guidance for managers, supporting strategic planning and decision-making processes regarding the adoption and implementation of avatar-based technologies. In general, this study enriches the literature, aiding future researchers in understanding key aspects of avatar marketing and stimulating further academic discourse.

Keywords: Avatar marketing; Human–avatar interaction; Bibliometric review; Six-market stakeholder model; Literature review (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s12525-025-00826-3 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elmark:v:35:y:2025:i:1:d:10.1007_s12525-025-00826-3

Ordering information: This journal article can be ordered from
http://www.springer. ... ystems/journal/12525

DOI: 10.1007/s12525-025-00826-3

Access Statistics for this article

Electronic Markets is currently edited by Rainer Alt and Hans-Dieter Zimmermann

More articles in Electronic Markets from Springer, IIM University of St. Gallen
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().