Embodied Avatars, Embraced Identities
(2023) BUSN39 20231Department 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:
http://lup.lub.lu.se/student-papers/record/9130108
- 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
- 2023
- 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}}, }