Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 3 of 3
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. …
A Proposed Meta-Reality Immersive Development Pipeline: Generative Ai Models And Extended Reality (Xr) Content For The Metaverse, Jay Ratican, James Hutson, Andrew Wright
A Proposed Meta-Reality Immersive Development Pipeline: Generative Ai Models And Extended Reality (Xr) Content For The Metaverse, Jay Ratican, James Hutson, Andrew Wright
Faculty Scholarship
The realization of an interoperable and scalable virtual platform, currently known as the “metaverse,” is inevitable, but many technological challenges need to be overcome first. With the metaverse still in a nascent phase, research currently indicates that building a new 3D social environment capable of interoperable avatars and digital transactions will represent most of the initial investment in time and capital. The return on investment, however, is worth the financial risk for firms like Meta, Google, and Apple. While the current virtual space of the metaverse is worth $6.30 billion, that is expected to grow to $84.09 billion by the …
Architecting The Metaverse: Blockchain And The Financial And Legal Regulatory Challenges Of Virtual Real Estate, James Hutson, Guarango Banerjee, Naresh Kshetri, Kurt Odenwald, Jeremiah Ratican
Architecting The Metaverse: Blockchain And The Financial And Legal Regulatory Challenges Of Virtual Real Estate, James Hutson, Guarango Banerjee, Naresh Kshetri, Kurt Odenwald, Jeremiah Ratican
Faculty Scholarship
There has been disagreement over the value of purchasing space in the metaverse, but many businesses including Nike, The Wendy’s Company, and McDonald’s have jumped in headfirst. While the metaverse land rush has been called an “illusion” given underdeveloped infrastructure, including inadequate software and servers, and the potential opportunities for economic and legal abuse, the “real estate of the future” shows no signs of slowing. While the current virtual space of the metaverse is worth $6.30 billion, that is expected to grow to $84.09 billion by the end of 2028. But the long-term legal and regulatory considerations of capitalizing on …