Recent trends in marketing and social media (e.g., facial/body recognition technologies) will change how people need to think about their digital representations and privacy, as well as how managers can use these technologies to interact with customers.
The expression avatar is generally associated with a video game character or a pictorial representation on a social network, and among other parts of the definition of the theory is the belief that users control the avatar's appearance and actions. Facial recognition and video analytic technologies being utilized in digital signage displays that are public and on social networks like Facebook capture and make an embodied biometric database that's basically an avatar-like profile that will be used for supporting consumer applications and advertising products. In this specific article we offer a framework for understanding where and how these embodied, and discuss the nature of these new marketing avatars, which we call mavatars profiles are and will be utilized. We speculate how these portrayals and the applications they spawn will evolve; where they will be used and also discuss; and the ramifications of these embodied representations for consumers, supervisors, and society at large.
PUBLICATION DATE: May 15, 2013 PRODUCT #: BH538-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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