Keep the Social in Social Media: The Role of Social Interaction in Avatar-Based Virtual Shopping

This study investigates how, in a virtual store environment, an avatar-mediated interaction with a salesperson and a peer consumer influences a consumer's shopping experience and brand evaluation.

Keep the Social in Social Media: The Role of Social Interaction in Avatar-Based Virtual Shopping

Jang Ho Moon, Eunice Kim, Sejung Marina Choi and Yongjun Sung

One of the Internet's most notable trends over the past few years has been the rapid growth of social media. Social media has been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content" (Kaplan and Haenlein 2010, p. 61). Social media applications have become increasingly diversified, ranging from...

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