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Embodied Avatars, Embraced Identities

Lovén, Lina LU and Vasilis, Filippa LU (2023) BUSN39 20231
Department of Business Administration
Abstract
Title: Embodied Avatars, Embraced Identities

Date of seminar: 2nd June 2023

Course: BUSN39 Degree Project in Global Marketing

Authors: Filippa Vasilis and Lina Lovén

Supervisor: Hossain Shahriar

Keywords: Identity Construction, Social Virtual Reality, Consumer Culture Theory, Avatars, Self-expression, Virtual consumption.

Thesis Purpose: The research purpose is to expand the understanding of identity construction in social virtual reality environments with regard to new circumstances and opportunities.

Methodology and Empirical Data: This study employs a social constructionist perspective, utilises a qualitative research design and adopts an abductive approach. The research question is examined through a... (More)
Title: Embodied Avatars, Embraced Identities

Date of seminar: 2nd June 2023

Course: BUSN39 Degree Project in Global Marketing

Authors: Filippa Vasilis and Lina Lovén

Supervisor: Hossain Shahriar

Keywords: Identity Construction, Social Virtual Reality, Consumer Culture Theory, Avatars, Self-expression, Virtual consumption.

Thesis Purpose: The research purpose is to expand the understanding of identity construction in social virtual reality environments with regard to new circumstances and opportunities.

Methodology and Empirical Data: This study employs a social constructionist perspective, utilises a qualitative research design and adopts an abductive approach. The research question is examined through a comprehensive literature review and 14 semi-structured interviews and one pilot interview, forming the foundation for subsequent analysis and discussion.

Theoretical Framework: This thesis draws upon Belk’s (2013) research regarding the extended self in a digital world. The theoretical framework was used to give structure and guide the analysis and interpretations of the findings. Moreover, to look at the findings through this lens to answer our research question.

Main Findings & Contributions: Three main themes are identified, namely self-presentation through appearance, identifying with the avatar on a deeper level and the importance of community. Together, the themes illustrate how identities are constructed in social VR and the rather complex process behind it.

Practical Implications: The outcome of this research offers significant insights for professionals, policymakers, and consumers. The findings provide a better understanding of the complicated process of how individuals construct identities in social VR. (Less)
Please use this url to cite or link to this publication:
author
Lovén, Lina LU and Vasilis, Filippa LU
supervisor
organization
alternative title
An In-depth Qualitative Study of Identity Construction in Social Virtual Reality
course
BUSN39 20231
year
type
H1 - Master's Degree (One Year)
subject
keywords
Identity Construction, Social Virtual Reality, Consumer Culture Theory, Avatars, Self-expression, Virtual consumption.
language
English
id
9130108
date added to LUP
2023-07-13 07:53:02
date last changed
2023-07-13 07:53:02
@misc{9130108,
  abstract     = {{Title: Embodied Avatars, Embraced Identities

Date of seminar: 2nd June 2023

Course: BUSN39 Degree Project in Global Marketing 

Authors: Filippa Vasilis and Lina Lovén 

Supervisor: Hossain Shahriar 

Keywords: Identity Construction, Social Virtual Reality, Consumer Culture Theory, Avatars, Self-expression, Virtual consumption.

Thesis Purpose: The research purpose is to expand the understanding of identity construction in social virtual reality environments with regard to new circumstances and opportunities.

Methodology and Empirical Data: This study employs a social constructionist perspective, utilises a qualitative research design and adopts an abductive approach. The research question is examined through a comprehensive literature review and 14 semi-structured interviews and one pilot interview, forming the foundation for subsequent analysis and discussion. 

Theoretical Framework: This thesis draws upon Belk’s (2013) research regarding the extended self in a digital world. The theoretical framework was used to give structure and guide the analysis and interpretations of the findings. Moreover, to look at the findings through this lens to answer our research question. 

Main Findings & Contributions: Three main themes are identified, namely self-presentation through appearance, identifying with the avatar on a deeper level and the importance of community. Together, the themes illustrate how identities are constructed in social VR and the rather complex process behind it. 

Practical Implications: The outcome of this research offers significant insights for professionals, policymakers, and consumers. The findings provide a better understanding of the complicated process of how individuals construct identities in social VR.}},
  author       = {{Lovén, Lina and Vasilis, Filippa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Embodied Avatars, Embraced Identities}},
  year         = {{2023}},
}