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From Avatars To Mavatars: The Role Of Marketing Avatars and Embodied Representations In Consumer Profiling Case Solution & Answer

The latest trends in advertising and social media (eg, technologies for facial / body recognition) will change the way people need to think about their digital representations and privacy, and how managers can use these technologies to interact with customers. The term avatar is usually associated with a video game character or a graphic representation on a social network, among other elements of the definition of this concept is the idea that users control the appearance and actions of the avatar. The video recognition technology and analysis applied in the face of public digital display screens and on social networks like Facebook capture and create a database of biometric data is essentially embodying an avatar and profile to be used for marketing products and support consumer applications. In this article, the nature of these new avatars of marketing, we call mavatars, and provide a framework for understanding how and where these profiles are included and will be used is discussed. Also discuss and speculate how these representations and applications that create evolve, where they will be used, and the ramifications of these representations dedicated to consumers, administrators and society in general.
by
Brian E. Menneke
Anicia Peters
Source: Business Horizons
11 pages.
May 15 2013: release date. Prod #: BH538-PDF-ENG
Mavatars avatars: the role of marketing and representations embodied solutions Avatars If consumption profiles

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