Saleh, N.F., Rosli, N.N., Shariff, Q. and Awang Besar, N.M. 2026. FROM MASCOTS TO AVATARS: EXPLORING CHARACTER DESIGN AS A STRATEGIC TOOL FOR CONSUMER ENGAGEMENT . INTERNATIONAL JOURNAL OF INNOVATION AND INDUSTRIAL REVOLUTION (IJIREV). 8, 25 (Jun. 2026), 280–291. DOI:https://doi.org/10.35631/IJIREV.825017.