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Full-Text Articles in Arts and Humanities
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. …
The Metaverse Adoption Rates & User Satisfaction, Shannon Ketura Kling
The Metaverse Adoption Rates & User Satisfaction, Shannon Ketura Kling
Theses
The Metaverse concept is inspired by the vision of a digital utopia where you can be and do anything and everything you want. The Metaverse is thought to provide access to all kinds of entertainment and projects through virtual spaces as a world completely free from human limitations. The Metaverse platform satisfies individuals who seek to escape reality through forms of addictive and appealing integrations solely available through virtual and digital media. Although primarily centered around social connectivity and entertainment through digital means, the Metaverse also offers an entirely new ecosystem for developers, ads, apps, and other new digital innovations. …