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Full-Text Articles in Art and Design
Beyond The Pixelated Mirror: Understanding Avatar Identity And Its Impact On In-Game Advertising And Consumer Behavior, Kyle Coble, Jay Ratican, James Hutson
Beyond The Pixelated Mirror: Understanding Avatar Identity And Its Impact On In-Game Advertising And Consumer Behavior, Kyle Coble, Jay Ratican, James Hutson
Faculty Scholarship
This article examines the complex dynamics between avatars and in-game advertising, probing how virtual representations influence consumer behavior within digital environments. It delves into the psychological interplay between self-perception and avatar embodiment, suggesting that while younger users may treat avatars as accessories showcasing personal interests, adults tend to opt for idealized selves, affecting their interaction with and responsiveness to virtual marketing. The study contemplates the avatar’s function as both a consumer and influencer in the expanding metaverse, considering the escalating integration of branded items in games. It also highlights potential shifts in consumption patterns as digital and physical realities converge. …
Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick
Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick
Honors Scholar Theses
In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …