- Book Chapter
4
- 10.1007/978-3-031-34721-4_59
Avatar Consumption in Video Games: A Systematic Literature Review
- Jan 01, 2023
- Denis Berberović + 3 more +3
This study presents state-of-the-art avatar consumption research in business as a scientific field. To this end, the following research questions were formulated: RQ1: Which scholarly articles have been the most influential in terms of the number of citations? RQ2: What has been the predominant research methodology used in research on the topic of avatar consumption? RQ3: What are the main themes and theories used in research on the topic of avatar consumption? We used a systematic literature review to provide answers to these research questions. The Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) statement served as the foundation for conducting a systematic literature review. We decided to extract the data for this study from the Web of Science (WoS) database, which is a prevalent choice for bibliometric research due to its comprehensive coverage of the world's scholarly literature. By limiting the scope of the search according to the scientific field of interest - management, we retrieved data from the Wo S database for the years 1990–2022 using the following search query: “avatar consumer” OR “avatar consumption” OR “avatar marketing” OR “avatar”. The final search yielded 50 peer-reviews articles by searching the query mentioned above by abstract in WoS records. The results indicate that the scholarly work related to avatar consumption is still nascent. Among several theories used to explain avatar consumption (e.g., theory of reasoned action, social presence theory, theory of self-determination, theory of symbolic construction, theory of consumer identity construction), we focused on the theory of self-determination to explain how avatar usage is related to the expression of identity and the construction of multiple consumer identities.
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