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

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 publ...

Full description

Bibliographic Details

Published in:	Cogent Business & Management
Main Authors:	Andriani Kusumawati, Sartika, Anni Rahimah, Yusri Abdillah
Format:	Article
Language:	English
Published:	Taylor & Francis Group 2024-12-01
Subjects:	Avatar marketing avatars bibliometric analysis marketing VOSviewer Biblioshiny
Online Access:	https://www.tandfonline.com/doi/10.1080/23311975.2024.2427428