Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships
(2023)
Journal Article
Elsharnouby, M. H., Jayawardhena, C., & Saxena, G. (in press). Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships. Management & Sustainability: An Arab Review, https://doi.org/10.1108/MSAR-07-2023-0037
Purpose
Avatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands...
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