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Includes bibliographical references and indexes. - I, avatar : auto-netnographic research in virtual worlds / Robert V. Kozinets, Richard Kedzior -- For a better exploration of metaverses as consumer experiences / Leila El Kamel -- Interaction seeking in Second Life and implications for consumer behavior / Christian Hinsch, Peter H. Bloch -- I don't know you, but I trust you : a comparative study of consumer perceptions in real-life and virtual worlds / James E. Brown, Tracy L. Tuten -- Social interaction with virtual beings : the technology relationship interaction model and its agenda for research / Kathy Keeling ... [et al.] -- Personalized avatar : a new way to improve communication and e-service / David Crete ... [et al.] -- The sacred and the profane in online gaming : a netnographic inquiry of Chinese gamers / Jeff Wang, Xin Zhao, Gary J. Bamossy -- Finding Mii : virtual social identity and the young consumer / J. Alison Bryant, Anna Akerman -- Me, myself, and my avatar : the effects of avatars on SNW (social networking) users' attitudes toward a Website and its ad content / Youjeong Kim, S. Shyam Sundar -- Effects of ethnic identity and ethnic ambiguous agents on consumer response to Websites / Osei Appiah, Troy Elias -- Ethnic matching : an examination of ethnic morphing in advertising / Yuliya Lutchyn ... [et al.] -- Mirror, mirror on the Web : understanding thin-slice judgments of avatars / Melissa G. Bublitz, Craig C. Claybaugh, Laura A. Peracchio
The creation and expression of identity (or of multiple identities) in immersive computer-mediated environments (CMEs) is rapidly transforming consumer behavior. The various social networking and gaming sites have millions of registered users worldwide, and major corporations are beginning to attempt to reach and entice the growing flood of consumers occupying these virtual worlds. Despite this huge potential, however, experts know very little about the best way to talk to consumers in these online environments. How will well-established research findings from the offline world transfer to CMEs? That's where "Virtual Social Identity and Consumer Behavior" comes in. Written by two of the leading experts in the field, it 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. The book provides special insight into the largest and fastest growing group of users - kids and teens. There is no better source for understanding the impact of virtual social identities on consumers, consumer behavior, and electronic commerce.
Cover -- Half Title -- Title Page -- Copyright Page -- Table of 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 -- 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 -- 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.
