Virtual Social Identity

Virtual Social Identity and Consumer Behavior
Edited by: Natalie T. Wood; Michael R. Solomon
Sponsored by the Society for Consumer Psychology

The creation and expression of identity (or of multiple identities) inimmersive computer-mediated environments (CMEs) is rapidly transforming consumer behavior. The various social networking and gaming sites havemillions of registered users worldwide, and major corporations arebeginning to attempt to reach and entice the growing flood of consumersoccupying these virtual worlds.
Despite this huge potential, however, experts know very little about the best way to talk to consumers in these online environments. How will well-established research findings from the offline world transfer toCMEs?
That's where Virtual Social Identity and Consumer Behavior comes in.Written by two of the leading experts in the field, it presentscutting-edge academic research on virtual social identity, exploresconsumer behavior in virtual worlds, and offers important implications formarketers interested in working in these environments. The book providesspecial insight into the largest and fastest growing group of users--kidsand teens. There is no better source for understanding the impact ofvirtual social identities on consumers, consumer behavior, and electroniccommerce.
"There is no more important issue confronting scholars of consumer behavior than the opportunities and pitfalls of the digital world. Social Identity, as expressed via social networking websites, digitalphotographs, and three-dimensional avatars, will change the way we think of relationships among consumers, advertisers, and brands. This volumebrings a number of insightful perspectives to this issue." -- JeremyBailenson, Director, Virtual Human Interaction Lab, Stanford University
For further information visit:http://www.mesharpe.com/mall/resultsa.asp?Title=Virtual+Social+Identity+and+Consumer+Behavior