원문정보
초록
영어
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.
목차
Ⅰ. Introduction
Ⅱ. Methodology
Ⅲ. Result and Discussion
3.1. Most Relevant Source of Publication
3.2. Most Influential Author and Most Influential Document
3.3. Country Scientific Production
Ⅳ. Definitional Diversity of Avatars
4.1. Synthesis of Avatar Definitions
Ⅴ. Tccm Framework
5.1. Theory
5.2. Context
5.3. Characteristics
5.4. Methodology
Ⅵ. Proposing an Integrated Framework for Avatar Marketing
6.1. Theoretical Insights → Methodology and Context
6.2. Contextual Exploration → Theory Building
6.3. Methodological Advances → Theoretical Evolution
6.5. Characteristics (Mediators/Moderators)→ Theory and Context Refinement
Ⅶ. Future Research Agenda Based on TCCM Analysis
7.1. Industry-Specific and Cultural Implications for Future Research
Ⅷ. Conclusion
8.1. Limitations of Study