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Adonis or Atrocious: Spokesavatars and Source Effects in Immersive Digital Environments

Adonis or Atrocious: Spokesavatars and Source Effects in Immersive Digital Environments

Natalie T. Wood, Michael R. Solomon
Copyright: © 2011 |Pages: 14
ISBN13: 9781605667928|ISBN10: 1605667927|EISBN13: 9781605667935
DOI: 10.4018/978-1-60566-792-8.ch027
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MLA

Wood, Natalie T., and Michael R. Solomon. "Adonis or Atrocious: Spokesavatars and Source Effects in Immersive Digital Environments." Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, et al., IGI Global, 2011, pp. 521-534. https://doi.org/10.4018/978-1-60566-792-8.ch027

APA

Wood, N. T. & Solomon, M. R. (2011). Adonis or Atrocious: Spokesavatars and Source Effects in Immersive Digital Environments. In M. Eastin, T. Daugherty, & N. Burns (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 521-534). IGI Global. https://doi.org/10.4018/978-1-60566-792-8.ch027

Chicago

Wood, Natalie T., and Michael R. Solomon. "Adonis or Atrocious: Spokesavatars and Source Effects in Immersive Digital Environments." In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, Terry Daugherty, and Neal M. Burns, 521-534. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60566-792-8.ch027

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Abstract

A virtual world is an online representation of real world people, products, and brands in a computer-mediated environment (CME). Within the next few years CMEs are likely to emerge as the dominant internet interface. In addition to corporate websites, companies will operate virtual stores where customers can browse and interact with assistants. However, due to the newness of the medium advertisers still struggle to figure out the best way to talk to consumers in these environments–or to decide if they should enter them at all. In this chapter, the authors look at the role of avatars (digital spokes characters) as sources of in-world marketing communications. The authors discuss conceptual issues such as how an avatar’s appearance and the ability of the visitor to customize this appearance may influence consumer attitudes and behavior and how conversations with other avatars can serve as a potentially valuable starting point for buzz-building and word of-mouth marketing campaigns. They conclude with some specific suggestions based upon “lessons learned” regarding issues advertisers need to consider when choosing a spokesavatar to communicate with residents of virtual worlds.

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