Search results

1 – 10 of over 1000
Article
Publication date: 2 November 2022

Mohamed H. Elsharnouby, Chanaka Jayawardhena, Hongfei Liu and Alaa M. Elbedweihy

Avatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which…

Abstract

Purpose

Avatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which are three-dimensional animated graphical web interfaces that verbally aid the brand stakeholders (e.g. customers, employees and suppliers). Avatars provide administrative and technical information through the brand website. Drawing upon the stimuli–organism–response (S-O-R) paradigm, this research examines the impact of avatars as an information provision and interacting tool (vs a traditional format) on consumers' perceptions, attitudes and behaviors toward a brand. It also investigates the roles of familiarity with avatar use and the language used by an avatar in shaping consumers' responses.

Design/methodology/approach

Across two laboratory experiments, the authors examined and confirmed causal relationships between the use of avatars (vs a traditional format) on a website and attitudinal and behavioral constructs.

Findings

We show that avatars (vs written information) had a significant effect on controlling information. The users in our experiments had greater control over the information provided when it was presented as text on a website compared to the case of avatars “telling” the information. Different languages and familiarity with avatar use also affected the consumers' hedonism in terms of website use.

Originality/value

We advance the understanding of avatar use in website design, particularly avatars' verbal interaction, in shaping consumers' cognitive, affective, attitudinal and behavioral responses and add important empirical evidence to the growing body of research and practices involving avatar use in interactive marketing.

Details

Journal of Research in Interactive Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 28 January 2019

Gen-Yih Liao, T.C.E. Cheng and Ching-I Teng

Avatars are known to be influential in gaming communication. However, little is known about how avatar attractiveness and customization impact online gamers’ flow, i.e., the…

2234

Abstract

Purpose

Avatars are known to be influential in gaming communication. However, little is known about how avatar attractiveness and customization impact online gamers’ flow, i.e., the experience of total concentration with intrinsic enjoyment and loyalty. Grounded in social identity and flow theories, the purpose of this paper is to construct a model to explain how avatar attractiveness and customization can impact online gamers’ flow and loyalty.

Design/methodology/approach

The responses of 1,944 online gamers are collected. Structural equation modeling is used for analyses.

Findings

The analytical results indicate that avatar attractiveness and customization are positively related to avatar identification, which is positively related to flow, and then to online gamer loyalty. In addition, avatar identification and flow are important process variables in the above relations.

Originality/value

This study is novel in being the first attempt to apply social identity and flow theories to explain how avatar attractiveness and customization contribute to online gamers’ flow and loyalty.

Details

Internet Research, vol. 29 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 3 August 2021

Jamye K. Foster, Melinda A. McLelland and Lacey K. Wallace

Over the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships…

2002

Abstract

Purpose

Over the past two decades, technology-facilitated communication between brand and consumer has become common. One way in which technology can be used to build brand relationships in the online environment is by using brand avatars. This study considers social aspects of brand avatar communication, with the aim of determining if including an element of “socialness” adds to the impact of the brand avatar.

Design/methodology/approach

Specifically, the authors test three outcome variables core to building strong consumer relationships through experimental design comparing an avatar's communication style (transactional vs social) while considering the potential covariate of motivational orientation.

Findings

Overall, multivariate analysis of covariance (MANCOVA) results indicate that social functions provided by the brand avatar are more likely to facilitate the consumer–brand relationship (CBR) process than transactional functions. This study provides managerial support for using an avatar with social communication capabilities.

Originality/value

As social interaction becomes more expected by consumers in the current media landscape, understanding how to meet those demands on a large scale, through brand avatars, is valuable.

Details

Journal of Research in Interactive Marketing, vol. 16 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 4 November 2019

Ching-I Teng

Online games are popular electronic commerce platforms in which gamers use avatars to interact with others. Avatar identification (the extent to which gamers regard avatars as an…

1776

Abstract

Purpose

Online games are popular electronic commerce platforms in which gamers use avatars to interact with others. Avatar identification (the extent to which gamers regard avatars as an extension of themselves) is known to be related to online gamer loyalty. However, few studies have examined how avatars could be designed to enhance avatar identification and online gamer loyalty, indicating a gap. Therefore, the purpose of this paper is to contextualize self-affirmation theory into online gaming contexts, identified key theoretical elements and examined how they are related to avatar identification and online gamer loyalty.

Design/methodology/approach

This study surveyed 1,348 massively multi-player online role-playing game players, and their responses were analyzed using structural equation modeling.

Findings

The analytical results indicate that irreplaceability within a team and avatar customization are positively related to unique avatar image, while avatar customization is positively related to positive avatar image. Moreover, avatar physical attractiveness and avatar ability to achieve are positively related to positive avatar image. Both unique and positive images of an avatar (as perceived by the user) are positively related to avatar identification, and further to online gamer loyalty.

Originality/value

This study proposes new constructs: irreplaceability within a team, avatar ability to achieve, unique avatar image and positive avatar image. Such new constructs provide insights to aid electronic commerce managers in avatar design, thus instilling gamer identification with avatars, and thus loyalty.

Article
Publication date: 6 April 2023

Ayodeji Emmanuel Oke, John Aliu, Ahmed Farouk Kineber and Timilehin Abayomi

This study examines the level of awareness and usage of game elements among construction professionals with a view to promoting the usage of gamification tools for the effective…

Abstract

Purpose

This study examines the level of awareness and usage of game elements among construction professionals with a view to promoting the usage of gamification tools for the effective and efficient delivery of construction projects.

Design/methodology/approach

Data were obtained from construction professionals including architects, builders, engineers and quantity surveyors. Retrieved data were analyzed using several statistical tools such as percentages, frequencies, mean item scores and exploratory factor analyses.

Findings

The analysis revealed that progress bars, certificates and bonuses are the significant game elements adopted by professionals, but there is a low awareness of elements such as avatars and badges.

Practical implications

There is a salient need for construction stakeholders' awareness of the importance of gamification and game elements as a key digital tool for the delivery of construction projects. The findings of this study make a case for stakeholders, professional bodies and government agencies to embrace and implement gamification practices in the construction sector.

Originality/value

This study is the first conducted in Nigeria to examine the level of awareness and usage of game elements among construction professionals. The findings of this study will provide a reference point for researchers who will undertake studies relating to the concept of gamification in the construction industry context.

Details

International Journal of Building Pathology and Adaptation, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-4708

Keywords

Article
Publication date: 6 August 2018

Kai Li, Huynh Van Nguyen, T.C.E. Cheng and Ching-I Teng

As technology-created gamers’ representations, avatars are influential in communication among online gamers. However, there is scant research on how avatars’ characteristics…

1471

Abstract

Purpose

As technology-created gamers’ representations, avatars are influential in communication among online gamers. However, there is scant research on how avatars’ characteristics impact gamers’ friendly behaviour via avatars, i.e., avatar friendliness, and how avatar friendliness is related to online gamer loyalty. The purpose of this paper is to develop a research model grounded in the theory of embodied cognition to examine the impacts of perceived avatar appearance agreeableness, attractiveness and height on avatar friendliness and online gamer loyalty.

Design/methodology/approach

The authors collect 1,384 responses from online gamers and use structural equation modelling for hypothesis testing.

Findings

The authors find that perceived avatar appearance agreeableness and attractiveness are positively related to avatar friendliness, while perceived avatar height is negatively related to avatar friendliness. Avatar friendliness, in turn, is positively related to online gamer loyalty.

Research limitations/implications

This study assessed gamers’ perceptions using a cross-sectional design. Future works could use a big data approach to collect behavioural and longitudinal data. Moreover, future works could measure avatar height using pixels.

Originality/value

The authors contribute to the e-commerce literature by inventing the new constructs of perceived avatar appearance agreeableness and avatar friendliness, and conducting the first study of using avatar friendliness to explain the impacts of the three avatar characteristics on online gamer loyalty. The findings also provide novel insights for e-commerce managers to effectively build a loyal gamer base.

Details

Internet Research, vol. 28 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 2 January 2018

Raed S. Alsawaier

Gamification is the application of game features, mainly video game elements, into non-game context for the purpose of promoting motivation and engagement in learning. The…

26663

Abstract

Purpose

Gamification is the application of game features, mainly video game elements, into non-game context for the purpose of promoting motivation and engagement in learning. The application of gamification in a pedagogical context provides some remedy for many students who find themselves alienated by traditional methods of instruction. The use of gamification could provide a partial solution to the decline in learners’ motivation and engagement the schooling system is facing today. Specifically, the college environment could benefit a lot from gamifying not only their graduate recruitment strategies, but also the college course content and curricula. This critical analysis of literature on gamification is intended to be part of a sequence on the effect of gamification on motivation and engagement. A proposed methodology in the study of gamification effect on motivation and engagement in addition to an empirical study on three college courses are being finalized to complete this trilogy. The paper aims to discuss these issues.

Design/methodology/approach

Themes covered in the literature review include: conceptualizing gamification, advantages of gamification over game-based learning, theoretical connections to gamification, motivation and engagement, connecting gamification to motivation and engagement, emotions and fun in gamification, player types and gamification features, gamification in action, and implementation guidelines.

Findings

The literature on the effect of gamification on motivation and gamification is still limited on multiple levels. There is a gap between theory and practice in the study of gamification. There is limited literature on the implementation guidelines of the gamified designs.

Practical implications

This critical analysis of literature is followed by connecting it to future research by the same author as part of a sequence on the effect of gamification on motivation and engagement. The second project, will be proposing a methodology for any successful design to provide a holistic understanding of the topic of gamification. Finally, an empirical study on the effect of gamification on students’ motivation and engagement in three college courses will be submitted to complete the trilogy.

Originality/value

This paper is a literature review, so there is a strong connection to literature on this topic. However, the synthesis of the themes and ideas are original. The literature review is extensive and covers the different aspects of the topic of gamification and its relationship to motivation and engagement.

Details

The International Journal of Information and Learning Technology, vol. 35 no. 1
Type: Research Article
ISSN: 2056-4880

Keywords

Article
Publication date: 11 January 2024

Neringa Vilkaite - Vaitone, Sigita Kirse, Karina Adomaviciute - Sakalauske, Vytautas Dikcius and Ignas Zimaitis

This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most…

Abstract

Purpose

This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most promising gamification elements that can be utilised for this purpose.

Design/methodology/approach

The authors adopt a qualitative approach to examine the impact of gamification on online customer loyalty to micro and small e-tailers. Data were gathered using a combination of two types of expert interviews. Semi-structured interviews were held with micro and small e-tailers while large e-tailers served as the control group. Structured interviews based on multi-criteria decision analysis (MCDA) models were conducted to determine the most promising gamification elements.

Findings

The content analysis reveals that gamification has significant potential for fostering customer loyalty and offering various other benefits. However, small e-tailers often refrain from implementing gamification solutions due to the resource requirements in terms of finances, time, information technology and human capital. By assigning weights as an essential step in MCDA models, the authors determined that badges, medals, quests, avatars and competitions are the most promising gamification options for small e-tailers’ efforts to enhance customer loyalty.

Originality/value

The study makes a unique contribution to the understanding of the usefulness of gamification in augmenting customer loyalty and identifying essential gamification elements for micro and small e-tailers.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 1 September 2023

Mohamed H. Elsharnouby, Chanaka Jayawardhena and Gunjan Saxena

Avatars, 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…

Abstract

Purpose

Avatars, 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/approach

Adopting 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.

Findings

Based 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/value

By 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.

Details

Management & Sustainability: An Arab Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2752-9819

Keywords

Article
Publication date: 19 March 2024

Maher Georges Elmashhara, Marta Blazquez and Jorge Julião

This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation…

Abstract

Purpose

This study aims to investigate the influence of different virtual fashion styles on attitude and satisfaction within virtual reality (VR) tourism experiences. The investigation considers the mediating effect of perceived attractiveness, popularity, novelty and weirdness, as well as the moderating role of self-congruence with avatar clothing and the desire for unique products.

Design/methodology/approach

This research uses a quantitative experimental approach. Initially, a three-step pilot study (N = 201) was conducted to select avatar fashion styles for the main investigation. In the primary study, participants (N = 326) engaged with one out of four fashion style conditions to select attire for their avatars and then completed a self-administered survey. Data analysis involved paired-sample t-tests, multivariate analysis of variance and Hayes’ PROCESS Models.

Findings

The results show that presenting fantasy avatar fashion styles leads to a decrease in perceived attractiveness and popularity, while concurrently increasing perceptions of novelty and weirdness which in turn exert a negative influence on attitude and satisfaction with the virtual fitting room (VFR). However, these relationships change when considering the moderating role of self-congruence with avatar clothing and the desire for unique products.

Practical implications

VR tourism experience providers and designers can use research findings to bolster positive attitude and enhance satisfaction with VFR; an important first step that strongly affects the rest of the VR tourist journey.

Originality/value

This study contributes to tourism research by exploring the intersection of immersive technologies and virtual fashion. It emphasizes the enhancement of critical touchpoints like the VFR, moving beyond a sole focus on VR adoption, to improve the overall virtual tourist experience.

Details

International Journal of Contemporary Hospitality Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-6119

Keywords

1 – 10 of over 1000