Avatars and (Virtual) Consumption: New Frontiers in the Metaverse
With the increased popularity in recent years, metaverse worlds have created additional opportunities for companies to reach customers. We define metaverse worlds as permanent and immersive mixed-reality worlds where people can interact synchronously with other people and objects beyond the limitations of time and space by using avatars and immersion-supporting devices (Kaplan & Haenlein, 2009). In these worlds, users are represented by avatars, and avatar design alongside the user’s choice of self-representation strategies impacts the user’s identification with these avatars, which in turn ...