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The Avatar as a Self-Representation Model for Expressive and Intelligent Driven Visualizations in Immersive Virtual Worlds: A Background to Understand Online Identity Formation, Selfhood, and Virtual Interactions
One could argue that the “self” as a human entity will be affected by the desire for more intelligence-driven products and creations. The avatar acts as an agent that unlocks the pathway to a better version of the human self. The true power of the avatar is beyond the comprehension of those that see it as a replica or a clone of a human. Rather, for those that look through the lens of the future, the avatar has the power(s) that mankind ultimately desires in their fulfilment of selfhood. To this end, the perception of the avatar needs to be reconsidered in order to appropriately recognise the avatar's multi-dimensional advantages and opportunities it holds for society and how it enhances the human condition. This paper creates a backdrop for understanding the avatar in the connected modalities of the real and virtual state of environments. This paper will also attempt to tackle the connected conditions that emerge as avatar-to-avatar interaction happens through the works of current research to understand the avatar more in-depth.
Journal Article
Postcolonial theory and Avatar
\"An explanation of postcolonial film theory and how it explicates James Cameron's film\"-- Provided by publisher.
Book
The Influence of Avatars on Online Consumer Shopping Behavior
An impediment to Web-based retail sales is the impersonal nature of Web-based shopping. A solution to this problem is to use an avatar to deliver product information. An avatar is a graphic representation that can be animated by means of computer technology. Study 1 shows that using an avatar sales agent leads to more satisfaction with the retailer, a more positive attitude toward the product, and a greater purchase intention. Study 2 shows that an attractive avatar is a more effective sales agent at moderate levels of product involvement, but an expert avatar is a more effective sales agent at high levels of product involvement.
Journal Article
An Emerging Theory of Avatar Marketing
Avatars are becoming increasingly popular in contemporary marketing strategies, but their effectiveness for achieving performance outcomes (e.g., purchase likelihood) varies widely in practice. Related academic literature is fragmented, lacking both definitional consistency and conceptual clarity. This article makes three main contributions to avatar theory and managerial practice. First, to address ambiguity with respect to its definition, this study identifies and critically evaluates key conceptual elements of the term avatar, offers a definition derived from this analysis, and provides a typology of avatars' design elements. Second, the proposed 2 × 2 avatar taxonomy suggests that the alignment of an avatar's form realism and behavioral realism, across different contingencies, provides a parsimonious explanation for avatar effectiveness. Third, the authors develop an emerging theory of avatar marketing by triangulating insights from fundamental elements of avatars, a synthesis of extant research, and business practices. This framework integrates key theoretical insights, research propositions, and important managerial implications for this expanding area of marketing strategy. Lastly, the authors outline a research program to test the propositions and insights as well as advance future research.
Journal Article
Factors Affecting Avatar Customization Behavior in Virtual Environments
This research aims to examine the psychology and behavior of users when customizing avatars from the standpoint of user experience and to provide constructive contributions to the Metaverse avatar customization platform. This study analyzed the factors that affect the behavior of user-customized avatars in different virtual environments and compared the differences in public self-consciousness, self-expression, and emotional expression among customized avatars in multiple virtual contexts. Methods: Using a between-subjects experimental design, two random groups of participants were asked to customize avatars for themselves in two contexts, a multiplayer online social game (MOSG) and a virtual meeting (VM). Results: When subjects perceived a more relaxed environment, the customized avatars had less self-similarity, and the subjects exhibited a stronger self-disclosure willingness and enhanced avatar wishful identification; nevertheless, public self-consciousness was not increased. When subjects perceived a more serious environment, the customized avatars exhibited a higher degree of self-similarity, and the subjects exhibited a greater self-presentation willingness, along with enhanced identification of avatar similarity and increased public self-consciousness. Conclusions: Participants in both experiment groups expressed positive emotions. The virtual context affects the self-similarity of user-customized avatars, and avatar self-similarity affects self-presentation and self-disclosure willingness, and these factors will affect the behavior of the user-customized avatar.
Journal Article
Hello avatar : rise of the networked generation
An examination of our many modes of online identity and how we live on the continuum between the virtual and the real.Hello Avatar!Or, {llSay(0, \"Hello, Avatar!\"); is a tiny piece of user-friendly code that allows us to program our virtual selves.In Hello Avatar , B.
eBook
What If Your Avatar Looks Like You? Dual-Congruity Perspectives for Avatar Use
As broadband Internet access and virtual reality technology rapidly expand, virtual worlds and three-dimensional avatars will become more pervasive and widely adopted. In virtual worlds, people assume an identity as an avatar and interact with each other. The objective of this study is to theorize how users form attitudes and intentions regarding avatars in realistic, task-focused virtual world settings. To investigate these effects, this study proposes a conceptual framework based on dual-congruity perspectives (self-congruity and functional congruity). The results show that the more closely an avatar resembles its user, the more the user is likely to have positive attitudes (e.g., affection, connection, and passion) toward the avatar, and the better able to evaluate the quality and performance of apparel products. In the end, these positive attitudes toward an avatar and its usefulness positively affect users' intentions to use the avatar. Based on this study, we propose that avatars representing users' actual appearance may be helpful in experiencing and evaluating some business areas related to users' lives in the real world (e.g., virtual apparel shopping, matchmaking, plastic surgery, fitness clubs, etc.); utilization of such avatars may be a new business opportunity likely to thrive in virtual worlds.
Journal Article
Amplifying Player Experience to Facilitate Prosocial Outcomes in a Narrative-Based Serious Game
The rise and development of serious games have shown promise in addressing critical social issues, including school bullying. However, prior work often compares game-based interventions with the conventional non-game approach, failing to generate insights about which game features should be emphasized to create more effective games. To bridge this research gap, in light of video games’ advantages for creating immersive experiences that benefit persuasion, we created a narrative-based serious game addressing school bullying and conducted two studies (Study 1, N = 130; Study 2, N = 250) to explore the persuasive effects of two game features, respectively player–avatar similarity and in-game control, on player experience (including player–avatar identification, narrative engagement, and empathy) and prosocial intention. We found mixed results subject to player perspective such that only when players took the bully’s perspective did one of the game features—in-game control—successfully create the intended empathy via amplified narrative engagement toward the desirable prosocial intention.
Journal Article
Metaverse – the new marketing universe
Purpose
This study aims to present and explain the concept of Metaverse, which will revolutionize nearly every industry and can be regarded as the 3D version of the internet. Especially, the paper explores the “building blocks” of the Metaverse and how it is functioning in a case study.
Design/methodology/approach
The Metaverse concept is explained by the Nike–Roblox case study, where the authors explore the customer benefits, that are provided by the Nikeland project.
Findings
The Nike–Roblox case study is showing that virtual platforms, content services, consumer and business behavior are the most important and visible “building blocks” to the Nikeland visitors (customers) in the Nike–Roblox alliance. The Metaverse is gaining popularity among the big global brands. It is expected that the big breakthrough for Metaverse will happen when the next layer of brands, the regional and local brands, will start penetrating the Metaverse.
Originality/value
Metaverse will be the new future marketing platform for presenting and giving life to all kinds of brands in the 3D interactive digital space. Metaverse is a digital copy of how we are working in the physical world. In this 3D digital space, the users can come together via avatars that resemble them. This will have an enormous effect on how companies will use the marketing function and how we will communicate with each other in future.
Journal Article