ISBN:
9786612554841
,
1282554840
,
9781282554849
,
9780765626493
Language:
English
Pages:
Online-Ressource (XV, 230 S.)
,
Ill
Edition:
Online-Ausg. 2010 Electronic reproduction; Available via World Wide Web
Parallel Title:
Print version Virtual Social Identity and Consumer Behavior
DDC:
306.3
Keywords:
Group identity
;
Consumer behavior
;
Virtual reality
;
Electronic books Electronic books
;
Electronic books
;
Aufsatzsammlung
Abstract:
How can corporate America effectively target the growing flood of consumers participating in online social networking environments? This book by two of the leading experts in the field presents cutting-edge academic research on virtual social identity, explores consumer behavior in virtual worlds, and offers important implications for marketers interested in working in these environments
Description / Table of Contents:
Half-title ; Title ; Copyright ; Contents ; Introduction: Virtual Social Identity: Welcome to the Metaverse ; PART I. The Virtual Experience ; 1. I, Avatar: Auto-Netnographic Research in Virtual Worlds ; 2. For a Better Exploration of Metaverses as Consumer Experiences ; PART II. Consumer Behavior in Virtual Worlds ; 3. Interaction Seeking in Second Life and Implications for Consumer Behavior ; 4. I Don't Know You, But I Trust You: A Comparative Study of Consumer Perceptions in Real-Life and Virtual Worlds
Description / Table of Contents:
5. Social Interaction with Virtual Beings: The Technology Relationship Interaction Model and Its Agenda for Research 6. Personalized Avatar: A New Way to Improve Communication and E-Service ; 7. The Sacred and the Profane in Online Gaming: A Netnographic Inquiry of Chinese Gamers ; PART III. Avatar Creation and Appearance ; 8. Finding Mii: Virtual Social Identity and the Young Consumer ; 9. Me, Myself, and My Avatar: The Effects of Avatars on SNW(Social Networking) Users' Attitudes toward a Website and Its Ad Content ; PART IV. Person Perceptions in Virtual Worlds
Description / Table of Contents:
10. Effects of Ethnic Identity and Ethnic Ambiguous Agents on Consumer Response to Websites 11. Ethnic Matching: An Examination of Ethnic Morphing in Advertising ; 12. Mirror, Mirror on the Web: Understanding Thin-Slice Judgments of Avatars ; Name Index ; Subject Index ; About the Editors and Contributors
Note:
Includes bibliographical references and indexes
,
Electronic reproduction; Available via World Wide Web
URL:
Volltext
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URL:
Volltext
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