Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Dhanya, Debora; Gupta, Gaurav; Gakhreja, Shweta; Joshi, Mahesh Chandra; Kumar, Satinder Title A name given to the resource Navigating the Metaverse: TCCM Approach for Comprehensive Review of Avatar Marketing Strategies Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Asia Pacific Journal of Information Systems;Volume;35;Issue;2;pp.289-323 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.14329/apjis.2025.35.2.289" target="_blank" rel="noreferrer noopener">https://doi.org/10.14329/apjis.2025.35.2.289</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105016801374?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105016801374?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Dhanya D., Christ (Deemed to be University), Bangalore, India; Gupta G., Amity University, Greater Noida, India; Gakhreja S., Centre for Distance &amp; Online Education, Manipal University Jaipur, India; Joshi M.C., Centre for Distance &amp; Online Education, Manipal University Jaipur, India; Kumar S., School of Management Studies, Punjabi University Patiala, India Description An account of the resource 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. Subject The topic of the resource Avatar Marketing; Brand Promotion; Immersive Advertising; Metaverse Publisher An entity responsible for making the resource available Korean Society of Management Information Systems Relation A related resource ISSN: 22885404; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online