AVATARS AS EXTENSIONS OF THE SELF: A SELF-CONGRUITY PERSPECTIVE ON BRAND ENGAGEMENT IN METAVERSE ENVIRONMENTS

The fast development of avatar-mediated interaction has shifted the consumer-brand interaction process from traditional screen-based and physical environment to immersive metaverse environment. In this regard, the current paper aims to provide an overview of the theory and empirics on the topic of self-congruity in avatar-mediated consumer-brand interaction in metaverse environment. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was used to select peer-reviewed literature on this topic from Scopus, Web of Science, and the Korean Citation Index. Of 347 papers screened, 28 papers met inclusion and exclusion criteria. This paper reviews four dominant theories that guide consumer behavior in the context of avatars: the digital doppelgänger theory, embodied self-extension theory, dual congruity integration theory, and cross-reality transference theory. As per the findings, it is found that the configurational features of avatars, such as similarity in appearance, anthropomorphism, customization, and avatar intimacy, have an impact on avatar-self congruence, which in turn affects flow and affective responses, which are psychological mechanisms connected with virtual purchase intention, real purchase intention, and brand loyalty. Avatar-self congruence is also different from the conventional brand-self congruence on account of digital embodiment, mutual identity influence, cross-reality spill-over, and ambiguity contingent process. In light of the synthesis, the proposed study develops a structural model comprising of eight latent variables and ten hypotheses using structural equation modeling. This study provides the research gaps both in methodology and theories along with a research agenda comprising longitudinal designs, experimental designs, cross-culture studies, multidimensional measures, social coexperience, and behavioral measures.