Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships

PurposeAvatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands in the online environment. Academics and practitioners have increasingly acknowledged the significance of the consumer-brand relationship in both traditional and online contexts. However, the impersonal nature of the online environment is considered to be a hindrance to the development of these relationships. Despite the importance of this technology, little attention has been paid to the investigation of the avatar concept from a marketing perspective. This paper explores the nature of the avatar concept, including its main characteristics, dimensions, and conditions as well as the attitudinal and behavioural consequences of avatar users.Design/methodology/approachAdopting the qualitative design, a taxonomy was developed from interviews. In total, 42 interviews were conducted with current university students. 30 participants participated in the exploratory interviews. A total of 12 interviews were conducted during the in-depth stage based on findings in the preceding research.FindingsBased on the qualitative data analysis, a taxonomy was developed. The idea of the taxonomy is summarized in that different dimensions of the avatar are considered the main base (first phase) of the taxonomy. There are consequential three parts: the attitudinal consequences related to the website; the attitudinal consequences related to the brand; the behaviours towards the brand. These behaviours represent the final phase of the taxonomy.Originality/valueBy developing a taxonomy of using avatars on brands' websites, the authors advance the understanding consumer-brands relationships. Using avatars' verbal interactions helps in shaping consumers' cognitive, affective, attitudinal and behavioural responses and add vital empirical evidence to the increasing body of research and practices involving avatar usage in the interactive marketing area

Proceedings of the 19th Sound and Music Computing Conference

Proceedings of the 19th Sound and Music Computing Conference - June 5-12, 2022 - Saint-Étienne (France). https://smc22.grame.f

Exploring usability and accessibility of avatar-based touchless gestural interfaces for autistic people

Many prior works investigated the potential of pervasive technologies and interactive applications to increase access capabilities to digital content for people with disability, particularly Neuro-Developmental Disorders (NDDs). In this paper, we present an exploratory study aimed at understanding if an avatar-based touchless gestural interface is able to foster interest towards digital representations of artworks, e.g. paintings or sculptures usually exhibited in museums, and to make them more accessible for such people. In particular, the study involved three autistic people and a therapist, and allowed us to report the potential of an avatar to communicate the interactivity and stimulate interaction with just a few directions to start, or not at all. We also shortly present and discuss some possible idea for future developments