Avatars’ impacts in retail: a study within regulatory engagement theory

Dr Sihem ben Saad is Assistant Professor of Marketing at the Carthage Business School, University of Tunis Carthage, Tunisia. She holds a Ph.D. in Marketing from the Institute of Higher Business Studies of Carthage (IHEC Carthage). With expertise spanning diverse domains, Dr Ben Saad instructs in areas including marketing fundamentals, distribution management, digital marketing and consumer behavior, as well as project management, entrepreneurship and corporate culture. Her scholarly achievements extend to prestigious journals such as the European Journal of Marketing, Journal of Marketing Management, International Journal of Contemporary Hospitality Management and Journal of Research in Marketing and Entrepreneurship, highlighting a notable impact on research.

Dr Fatma Choura Associate Professor at the Higher Institute of Computer Science, Ariana, Tunisia. She is Researcher affiliated to Laboratory LIGUE, La Manouba, Tunisia. She obtained her Research Supervision Recognition (HDR) in Marketing at the Higher Institute of Management, University of Tunis. She holds a Ph.D. diploma from the Higher Institute of Management of Tunis, Tunisia and the University of Nantes, France. She is Reviewer for marketing and management academic journals, and she is Member of the scientific committee of several national and international conferences. She is Co-author of many research papers published in well-ranked academic journals. She is Academic Coordinator of marketing and management courses at the Higher Institute of Computer Sciences. Her research areas are E-books and E-reading behaviour, digital marketing, advertising, retailing, gaming and tourism. Fatma Choura is the corresponding author and can be contacted at: fatma.choura@isi.utm.tn