ItemArticle

Navigating the Metaverse: TCCM Approach for Comprehensive Review of Avatar Marketing Strategies

Title
Navigating the Metaverse: TCCM Approach for Comprehensive Review of Avatar Marketing Strategies
Creator
Dhanya, Debora; Gupta, Gaurav; Gakhreja, Shweta; Joshi, Mahesh Chandra; Kumar, Satinder
Description
Despite the growing importance of avatars in reshaping consumer interactions, there remains a discernible gap in the literature necessitating a comprehensive synthesis of existing knowledge. In response, this study conducts a systematic-literature-review employing the Theory-Context-Characteristics-Methodology (TCCM) framework. Study aims to delineate the current state of the field by addressing key research foci and conducting a meticulous TCCM analysis. Drawing from the TCCM-framework, our investigation encompasses an exploration of (1) dominant theories guiding research endeavours, (2) contexts within which avatar marketing is situated, (3) key characteristics characterizing the studies, (4) diverse study methodologies employed, and (5) the overall trajectory of research in this domain. Study unfolds a panoramic view of avatar marketing in the metaverse, synthesizing existing knowledge, and illuminating the key dimensions that shape this dynamic field. Insights gained from systematic-literature-review contribute to a deeper understanding of the theories, contexts, characteristics, and methodologies that have underpinned research endeavours thus far. 2013 The Korean Society of Management Information Systems. All rights reserved.
Source
Asia Pacific Journal of Information Systems;Volume;35;Issue;2;pp.289-323
Date
01-01-2025
Publisher
Korean Society of Management Information Systems
Subject
Avatar Marketing; Brand Promotion; Immersive Advertising; Metaverse
Coverage
Dhanya D., Christ (Deemed to be University), Bangalore, India; Gupta G., Amity University, Greater Noida, India; Gakhreja S., Centre for Distance & Online Education, Manipal University Jaipur, India; Joshi M.C., Centre for Distance & Online Education, Manipal University Jaipur, India; Kumar S., School of Management Studies, Punjabi University Patiala, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 22885404;
Format
online
Language
English
Type
Article

Citation

Dhanya, Debora; Gupta, Gaurav; Gakhreja, Shweta; Joshi, Mahesh Chandra; Kumar, Satinder, “Navigating the Metaverse: TCCM Approach for Comprehensive Review of Avatar Marketing Strategies,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23238.

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