Virtual Social Identity and Consumer Behavior

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2009-10-15
  • Publisher: Routledge

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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.

Table of Contents

Virtual Social Identity: Welcome to the Metaverse
The Virtual Experience
I, Avatar: Auto-netnographic Research in Virtual Worlds
For a Better Exploration of Metaverses as Consumer Experiences
Consumer Behavior in Virtual Worlds
Interaction Seeking in Second Life and Implications for Consumer Behavior
I Don't Know You, But I Trust You: A Comparative Study of Consumer Perceptions in Real-life and Virtual Worlds
Social Interation with Virtual Beings: The Technology Relationship Interaction Model and Its Agenda for Research
Personalized Avatar: A New Way to Improve Communication and E-Service
The Sacred and the Profane in On-Line Gaming: A Netnographic Inquiry of Chinese Gamers
Avator Creation and Appearance
Finding Mii: Virtual Social Identity and the Young Consumer
Me, Myself, and My Avatar: The effects of Avatars on SNW (Social Networking) Users' Attitudes toward a Website, an Ad, and a PSA
Perceptions in Virtual Worlds
Effects of Ethnically-Targeted and Ethnically-Ambiguous Computer-Generated Agents on Browsers' Evaluations of a Commercial Web Site
Ethnic Matching: An Examination of Ethnic Morphing In Advertising
Mirror, Mirror on the Web: Understanding Thin-Slice Judgments of Avatars
Name Index
Subject Index
About the Editors and Contributors
Table of Contents provided by Ingram. All Rights Reserved.

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