Natalie T. Wood, Michael R. Solomon

Virtual Social Identity and Consumer Behavior

• Gebundenes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 248
• Erscheinungstermin: 15. Oktober 2009
• Englisch
• Abmessung: 235mm x 157mm x 18mm
• Gewicht: 517g
• ISBN-13: 9780765623959
• ISBN-10: 0765623951
• Artikelnr.: 26010309

Autorenporträt

Natalie T. Wood, Michael R. Solomon

Inhaltsangabe

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;