Past, present, and future of avatar marketing: A systematic literature review and future research agenda

Avatar marketing is an emerging topic on the agenda of both scholars and practitioners. However, the literature on this topic is fragmented, lacking clear conceptualizations and a solid foundation. To fill this gap, this paper delineates the field, the conceptual boundaries, setting the theoretical underpinnings for proposing a unifying concept of avatar marketing. Drawing on the TCCM framework and 5W1H approach, a systematic literature review was carried out between 2005 and 2022 within peer-reviewed journals. This paper traces the historical development of the theme, both theoretically and methodologically, uncovers the key agents involved in the avatar marketing strategy, and identifies the reasons for studying and utilizing avatar marketing. For theory, this study contributes by developing an integrated conceptual framework, a conceptual spectrum of avatar marketing conceptualizations, and providing a unifying concept for avatar marketing. Practical implications and future research directions are also established, helping to set guidelines for the advancement of the area.