IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v11y2024i1p2427428.html
   My bibliography  Save this article

Mapping the landscape of avatar marketing: a bibliometric analysis of trends and future directions

Author

Listed:
  • Andriani Kusumawati
  • Sartika
  • Anni Rahimah
  • Yusri Abdillah

Abstract

This research aims to synthesize a contemporary understanding of avatar marketing by employing advanced bibliometric analysis and data visualization techniques. It addresses existing gaps in the literature and delineates a clear path for future research. By systematically reviewing 185 research publications from the Scopus database, spanning 2004 to 2024, the study evaluates global trends in research output, identifying key contributors such as authors, journals, countries, and leading institutions. Utilizing Biblioshiny and VOSviewer, the analysis uncovers emerging patterns, thematic evolutions, and collaboration networks within the field. Findings highlight the geographical distribution of research activities and the development of new subfields over time. The study provides a detailed map of the current state of avatar marketing research, suggesting areas for further exploration, including interdisciplinary studies and examining cultural differences. This comprehensive review offers valuable insights and a robust framework for future research, contributing significantly to the field by enhancing our understanding and proposing a trajectory for future investigations.

Suggested Citation

  • Andriani Kusumawati & Sartika & Anni Rahimah & Yusri Abdillah, 2024. "Mapping the landscape of avatar marketing: a bibliometric analysis of trends and future directions," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2427428-242, December.
    • Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2427428
    DOI: 10.1080/23311975.2024.2427428
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2024.2427428
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2024.2427428?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2427428. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.