THE INFLUENCE OF AVATAR GESTURES AND EMOTIONAL EXPRESSIONS ON USER ENGAGEMENT: AN EXPERIMENTAL STUDY

Abstract

Artificial intelligence (AI) is revolutionizing digital marketing by transforming brand-consumer interactions through AI-powered avatars. These digital entities, designed to mimic human-like communication, are increasingly used to enhance consumer engagement. This study examines the impact of AI-powered brand avatars with distinct personality traits from the Big Five framework on key dimensions of consumer engagement. Following an experimental between-subjects design and utilizing Social Presence Theory, Media Richness Theory, and the User Engagement Framework, data were collected from students and staff at Qatar University and analysed using MANOVA. Findings reveal that avatar personality significantly influences engagement: the Friendly avatar achieved the highest levels of Focused Attention, while the Frosty avatar excelled in Perceived Usability and unexpectedly received top ratings in Aesthetics. These results provide actionable insights for brand managers and AI developers to optimize digital interactions and strengthen brand-consumer relationships. Overall, the study advances theory and offers practical guidelines for digital innovation.