Virtual costumers behind avatars

What is it about?

This paper examines the relationship between virtual identity and virtual consumption in Second Life. More specifically, we investigate the tendency to link the virtual world to reality through the concept of identity, and explore the role consumption and business endeavors play in this process.

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Why is it important?

The business approaches most likely identified to lead to success or failure associated with certain businesses confirm that online environments differ substantially from physical and real world markets, with trust being a particularly sensitive issue in these anonym and fully disembodied contexts.