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Virtual social identity and consumer behavior

Author: Natalie T Wood; Michael R Solomon
Publisher: Armonk, N.Y. : M.E. Sharpe : Society for Consumer Psychology, ©2009.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"The creation and expression of identity (or of multiple identities) in immersive environments is rapidly transforming consumer behavior. The largest social networking site, Second Life, and the gaming-oriented site, World of Warcraft, have tens of millions of registered users ... (real life) companies ... are staking their claim to computer-mediated environments ... such as Second Life ... [in] an attempt to reach  Read more...
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Genre/Form: Aufsatzsammlung
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Natalie T Wood; Michael R Solomon
ISBN: 9780765623959 0765623951 076562396X 9780765623966
OCLC Number: 298324260
Description: xv, 230 pages : illustrations ; 24 cm
Contents: 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 [and others] --
Personalized avatar : a new way to improve communication and e-service / David Crete [and others] --
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 [and others] --
Mirror, mirror on the Web : understanding thin-slice judgments of avatars / Melissa G. Bublitz, Craig C. Claybaugh, Laura A. Peracchio.
Responsibility: Natalie T. Wood and Michael R. Solomon, editors.

Abstract:

How can corporate America effectively reach and entice the growing flood of consumers participating in online social networking environments? This book presents academic research on virtual social  Read more...

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