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

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.