Virtual Connections: The Role of Avatars in Online Relationship Marketing

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Abstract

Some e-tailers are attempting to add social dimensions to Websites through avatars — computer-generated virtual spokespeople. Exploratory studies suggest avatars increase flow, arousal, hedonic and utilitarian value, satisfaction and purchase intention. An experiment extends this research by studying the effect of avatars on long-term relationships by applying the relationship marketing framework.

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APA

Taylor, D. G. (2015). Virtual Connections: The Role of Avatars in Online Relationship Marketing. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 319–323). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_192

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