Research on the Path of Sports Star Avatar Empowering E-Commerce Marketing

DOI

10.2991/978-2-38476-475-4_111How to use a DOI?

Keywords

sports stars; virtual avatars; e-commerce marketing; fan economy; brand communication; artificial intelligence technology

Abstract

In the context of the new media era, the commercial value of sports stars shows a trend of extending from on-field performance to social influence, and their idolization characteristics are becoming more and more significant. At the same time, the rapid development of artificial intelligence and virtual image technology has opened up a new path for sports marketing, while the continuous demand for interactive and personalized marketing in the e-commerce industry has provided a broad space for the application of virtual images of sports stars. Based on the theories of fan economy, brand trust and cross-media communication, this study constructs an analytical framework, and uses a combination of theoretical analysis and case studies to systematically explore the innovative value and realization path of sports star avatars in e-commerce marketing. It is found that the virtual image of sports stars can significantly improve the effect of e-commerce marketing by building emotional connections to achieve fan economic transformation, relying on celebrity credibility to extend brand trust and giving full play to the advantages of cross-media communication to expand marketing scenarios. However, this model still faces practical challenges such as high technical costs and homogeneity of ideas. The study proposes that the commercial potential of sports star avatars can be effectively unleashed by optimizing technology integration schemes, deepening IP operation strategies, and innovating content ecological construction. This study not only provides theoretical support and practical guidance for the digital transformation of e-commerce marketing, but also provides new ideas for promoting the integrated development of the sports industry and the e-commerce industry.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shiqi Wei
AU  - Zhihuai Wang
PY  - 2025
DA  - 2025/11/11
TI  - Research on the Path of Sports Star Avatar Empowering E-Commerce Marketing
BT  - Proceedings of the 2025 10th International Conference on Modern Management, Education and Social Sciences (MMET 2025)
PB  - Atlantis Press
SP  - 1005
EP  - 1014
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-475-4_111
DO  - 10.2991/978-2-38476-475-4_111
ID  - Wei2025
ER  -