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.

part I|40 pages

The Virtual Experience

chapter 1|17 pages

I, Avatar

Auto-Netnographic Research in Virtual Worlds

part II|84 pages

Consumer Behavior in Virtual Worlds

chapter 4|12 pages

I Don't Know You, But I Trust You

A Comparative Study of Consumer Perceptions in Real-Life and Virtual Worlds

chapter 5|20 pages

Social Interaction with Virtual Beings

The Technology Relationship Interaction Model and Its Agenda for Research

chapter 6|16 pages

Personalized Avatar

A New Way to Improve Communication and E-Service

chapter 7|16 pages

The Sacred and the Profane in Online Gaming

A Netnographic Inquiry of Chinese Gamers

part III|32 pages

Avatar Creation and Appearance

chapter 8|14 pages

Finding Mii

Virtual Social Identity and the Young Consumer

chapter 9|16 pages

Me, Myself, and My Avatar

The Effects of Avatars on SNW (Social Networking) Users' Attitudes Toward a Website and Its Ad Content

part IV|50 pages

Person Perceptions in Virtual Worlds

chapter 11|11 pages

Ethnic Matching

An Examination of Ethnic Morphing in Advertising

chapter 12|15 pages

Mirror, Mirror on the Web

Understanding Thin-Slice Judgments of Avatars