Conceptualization and Theorizing Avatar Marketing in Iran

Document Type : Research Paper

Authors

1 Ph.D., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran

2 Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.

3 Ph.D. Candidate, Department of Business Management, Faculty of Humanities, Qods City Branch, Islamic Azad University, Tehran, Iran.

Abstract

Objective
The development of technology and science of artificial intelligence has led to an increase in the use of avatars in marketing on a large scale, while the concept and scientific model of avatar marketing has not been identified in previous research. In addition, the growth of one-dimensional graphic and artistic approaches to the structure of avatars has caused the nature of avatars and their communication styles with customers to be formed only on the visual axes and mental fantasies of their designers, most of which are rooted in brand logos or nostalgic advertising structures. This is while avatars, like brands, are considered alive and should have an acceptable and standard basis and principles that are formed from the concepts of marketing, branding, and effective communication with customers. Given that there are no guidelines for designing or using avatars for business purposes and the digital branding of businesses, there is a research gap around the main concept of avatars in marketing and how to create and use them. This study aims to conceptualize and present an avatar marketing model constructed in Iran.
 
Methodology
This study is an exploratory, fundamental, and applied piece of research, ontologically based on the interpretive paradigm. It is qualitative, based on the Strauss and Corbin approach. Library studies and semi-structured interviews were used to collect the required data. The statistical population included all experts in new concepts of marketing and art management who have several years of teaching experience in this field as full professors or associate professors. Snowball sampling was used to obtain the representative sample.
 
 
Findings
This study could successfully identify the main features of avatars in marketing, based on behavioral realism and visual realism for consumer perception. This study could successfully identify the main features of avatars in marketing based on their behavioral realism and visual realism affecting consumer perception. The study considers the context, intervention, main phenomenon, strategies, and consequences of avatar use in marketing.
 
Conclusion
The results showed that avatars can simulate human behavior in marketing using data science and artificial intelligence. Avatars can enhance the accuracy of customer interactions during unplanned conditions and processes, leading to improved performance in marketing products and services. Business owners and brands interested in using modern technologies for targeted and intelligent marketing purposes should consider entering the avatar marketing scene to gain insights into the tastes and interests of their target market customers. Based on the discovered behavioral and cultural characteristics, they can design avatars that align with these characteristics to improve the effectiveness of marketing their brand's products and services

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 15, Issue 2
2023
Pages 185-216

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