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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.
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.
Introduction. Virtual Social Identity: Welcome to the Metaverse Natalie T. Wood Michael R. Solomon
Part I The Virtual Experience
1 I, Avatar: Auto-netnographic Research in Virtual Worlds Robert V. Kozinets Richard Kedzior
2 For a Better Exploration of Metaverses as Consumer Experiences Leila El Kamel
Part II Consumer Behavior in Virtual World
3 Interaction Seeking in Second Life and Implications for Consumer Behavior Christian Hinsch Peter H. Bloch
4 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
5 The Technology Relationship Interaction Model of Social Interaction with Virtual Beings: Derivation and Agenda for Research Kathy Keeling Debbie Keeling Antonella de Angeli Peter McGoldrick
6 Personalized Avatar: A New Way to Improve Communication and E-Service David Crete Anik St-Onge Aurelie Merle Nicolas Arsenault Jacques Nantel
7 The Sacred and the Profane in On-Line Gaming: A Netnographic Inquiry of Chinese Gamers Jeff Wang Xin Zhao Gary J. Bamossy
Part III Youth Consumers
8 Finding Mii: Virtual Social Identity and the Young Consumer J. Alison Bryant Anna Akerman
9 Me, Myself, and My Avatar: The Effects of Avatars on SNW (Social Networking) Users' Attitudes toward a Website, an Ad, and a PSA Youjeong Kim S. Shyam Sundar
Part IV Perceptions in Virtual Worlds
10 Effects of Ethnically-Targeted and Ethnically-Ambiguous Computer-Generated Agents on Browsers' Evaluations of a Commercial Web Site Osei Appiah Troy Elias
11 Ethnic Matching: An Examination of Ethnic Morphing In Advertising Yuliya Lutchyn Brittany R.L. Duff Ronald J. FaberSoyoen Cho Jisu Huh
12 Mirror, Mirror on the Web: Understanding Thin-Slice Judgments of Avatars Melissa G. Bublitz Craig C. Claybaugh Laura A. Peracchio
About the Editors and Contributors