How can corporate America effectively reach and entice 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.
How can corporate America effectively reach and entice 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.
Introduction: Virtual Social Identity Michael R. Solomon Natalie T. Wood; Part 1 The Virtual Experience; Chapter 1 I Avatar Robert V. Kozinets Richard Kedzior; Chapter 2 For a Better Exploration of Metaverses as Consumer Experiences Leila El Kamel; Part 2 Consumer Behavior in Virtual Worlds; Chapter 3 Interaction Seeking in Second Life and Implications for Consumer Behavior Christian Hinsch Peter H. Bloch; Chapter 4 I Don't Know You But I Trust You James E. Brown Tracy L. Tuten; Chapter 5 Social Interaction with Virtual Beings Kathy Keeling Debbie Keeling Antonella de Angeli Peter McGoldrick; Chapter 6 Personalized Avatar David Crete Anik St-Onge Aurelie Merle Nicolas Arsenault Jacques Nantel; Chapter 7 The Sacred and the Profane in Online Gaming Jeff Wang Xin Zhao Gary J. Bamossy; Part 3 Avatar Creation and Appearance; Chapter 8 Finding Mii J. Alison Bryant Anna Akerman; Chapter 9 Me Myself and My Avatar Youjeong Kim S. Shyam Sundar; Part 4 Person Perceptions in Virtual Worlds; Chapter 10 Effects of Ethnic Identity and Ethnic Ambiguous Agents on Consumer Response to Websites Osei Appiah Troy Elias; Chapter 11 Ethnic Matching Yuliya Lutchyn Brittany R.L. Duff Ronald J. Faber Soyoen Cho Jisu Huh; Chapter 12 Mirror Mirror on the Web Melissa G. Bublitz Craig C. Claybaugh Laura A. Peracchio;
Introduction: Virtual Social Identity Michael R. Solomon Natalie T. Wood; Part 1 The Virtual Experience; Chapter 1 I Avatar Robert V. Kozinets Richard Kedzior; Chapter 2 For a Better Exploration of Metaverses as Consumer Experiences Leila El Kamel; Part 2 Consumer Behavior in Virtual Worlds; Chapter 3 Interaction Seeking in Second Life and Implications for Consumer Behavior Christian Hinsch Peter H. Bloch; Chapter 4 I Don't Know You But I Trust You James E. Brown Tracy L. Tuten; Chapter 5 Social Interaction with Virtual Beings Kathy Keeling Debbie Keeling Antonella de Angeli Peter McGoldrick; Chapter 6 Personalized Avatar David Crete Anik St-Onge Aurelie Merle Nicolas Arsenault Jacques Nantel; Chapter 7 The Sacred and the Profane in Online Gaming Jeff Wang Xin Zhao Gary J. Bamossy; Part 3 Avatar Creation and Appearance; Chapter 8 Finding Mii J. Alison Bryant Anna Akerman; Chapter 9 Me Myself and My Avatar Youjeong Kim S. Shyam Sundar; Part 4 Person Perceptions in Virtual Worlds; Chapter 10 Effects of Ethnic Identity and Ethnic Ambiguous Agents on Consumer Response to Websites Osei Appiah Troy Elias; Chapter 11 Ethnic Matching Yuliya Lutchyn Brittany R.L. Duff Ronald J. Faber Soyoen Cho Jisu Huh; Chapter 12 Mirror Mirror on the Web Melissa G. Bublitz Craig C. Claybaugh Laura A. Peracchio;
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