Skip to content Skip to footer

Book Details

Home Book Details Virtual Social Identity and Consumer Behavior
Close

Virtual Social Identity and Consumer Behavior

Author: Natalie T. Wood Michael R. Solomon

Rs. 825

Additional information

ISBN 9788184050691
Year of Publication 2011
Binding HardBound
Pages
Edition
Language English
Buy now

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. Increasingly, RL(real life) companies including GM, Dell, Sony, IBM and Wells fargo are staking their claim to computer-mediated environments (CMEs) such as Second Life. There.com and Entropia Universe. Corporate America's transition to the virtual world is an attempt to reach and entice the growing flood of consumers occupying these virtual worlds.
Despite this huge potential, 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. With cutting-edge research on the scope and impact of CMEs- where they are, and where they are going. There is no better source for understanding the impact of virtual social identities on consumers, consumer behavior, and electronics commerce.

Introduction, Virtual Social Identity: Welcome to the Metaverse -------Michael R. Solomon and Natalie T. Wood

Part I. The Virtual Experience
1.


Natalie T. Wood is assistant Professor of Marketing and Assistant Director of the Center for consumer Research in the Haub School of Business at Saint Joseph's University in Philadelphia. Her research on avatars and virtual worlds has been published in journals such as marketing Education Review, The international Journal of Internet Marketing and Advertising and the Journal of Website Promotion and The Journal of Advertising Education. She is also an Advisory Editor for the Journal of Virtual Worlds Research.
Michael R. Solomon is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph's University in Philadelphia. He has been recognized as one of ten most productive scholars in the field of advertising and marketing communications. He is the author of several leading business textbooks, including the widely used Consumer Behavior: Buying, Having and Being. Having and being.

Praise for Virtual Social identity and Consumer Behavior
"There is ano more important issue confronting scholars of consumer behavior than the opportunities and pitfalls of the digital world. Social identity, as expressed via social networking websites, digital photographs, and three-dimensional avatars, will change the way we think of relationship among consumers, advertisers and brands. This volume brings a number of insightful perspectives to this issue."
-Jeremy Bailension, Director, Virtual Human Interaction Lab, Stanford University



Related products