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The marketing literature on the graphical representation of the online consumer and its effects on consumption and exchanges is still in its infancy. This article contributes by carrying out a multidisciplinary synthesis on this theme. The proposed integrative model focuses on the identification with the avatar, its antecedents and consequences in a commercial context. Based on this framework, the article concludes with specific propositions for future research in this domain.
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Garnier et al. (2013) studied this question.
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