Virtual social identity and consumer behavior (Book, 2009) [University of Maryland, College Park]
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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
"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.


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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