Asia Pacific Journal of Information Systems (APJIS)

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Current Issue

Date	June 2025
Vol. No.	Vol. 35 No. 2
DOI	https://doi.org/10.14329/apjis.2025.35.2.289
Page	289~323
Title	Navigating the Metaverse: TCCM Approach for Comprehensive Review of Avatar Marketing Strategies
Author	Debora Dhanya, Gaurav Gupta, Shweta Gakhreja, Mahesh Chandra Joshi, Satinder Kumar
Keyword	Avatar Marketing, Metaverse, Immersive Advertising, Brand Promotion
Abstract	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.

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