Dose Avatar Marketing Play any Role in Achieving Positive Marketing Outcomes? An Empirical Study on Selected Banks’ Customers in Egypt

Document Type : Original Article

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Faculty of Commerce, Zagazig University

Abstract

Most organizations have recently rushed to make marketing efforts based on information and communication technology alongside traditional marketing. Among the most prominent contemporary marketing strategies is avatar marketing, which depends on employing a virtual sales representative/assistant on organizations’ website to provide various customer services. Despite the fact that this innovative marketing style is one of the solutions from the future, the concept is still surrounded by a great deal of ambiguity and uncertainty regarding its feasibility and benefits. Therefore, this study aimed to study and analyze the set of expected marketing outcomes of this technique by studying the relationship between avatar marketing and customer satisfaction, trust, purchase intention, attitudes towards the product, and word of mouth. A number of hypotheses and a questionnaire were developed to collect primary data from a convenience judgmental sample of 366 customers of a number of banks in Egypt. Hypotheses were tested through path analysis, and results showed partial acceptance of some hypotheses, which encourages those in charge of marketing efforts in banks in Egypt to apply and adopt avatar marketing. Theoretical and practical implications were discussed and recommendations were presented.

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