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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:   eBook : Document : EnglishView all editions and formats
Summary:
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.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Virtual social identity and consumer behavior.
Armonk, N.Y. : M.E. Sharpe : Society for Consumer Psychology, ©2009
(DLC) 2008053550
(OCoLC)298324260
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Natalie T Wood; Michael R Solomon
ISBN: 9780765626493 0765626497 1282554840 9781282554849
OCLC Number: 608692409
Language Note: English.
Description: 1 online resource (xv, 230 pages) : illustrations
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:

Explores consumer behavior in virtual worlds, and offers implications for marketers interested in working in these environments. This book offers insight into the largest and fastest growing group of  Read more...

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