Author response for "Users' mental models for <scp>computer‐mediated</scp> communication: Theorizing emerging technology and behavior in <scp>eHealth</scp> applications"

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.

Download Full-text

Author response for "Users' mental models for computer‐mediated communication: Theorizing emerging technology and behavior in eHealth applications"

Users' mental models for computer‐mediated communication: Theorizing emerging technology and behavior in eHealth applications

Decision letter for "Users' mental models for computer‐mediated communication: Theorizing emerging technology and behavior in eHealth applications"

Decision letter for "Users' mental models for computer‐mediated communication: Theorizing emerging technology and behavior in eHealth applications"

Review for "Users' mental models for computer‐mediated communication: Theorizing emerging technology and behavior in eHealth applications"

Emerging technology to measure habitat quality and behavior of grouse: examples from studies of greater sage-grouse

Author response: Ubiquitin-dependent regulation of a conserved DMRT protein controls sexually dimorphic synaptic connectivity and behavior

Exploring Undergraduate Students’ Mental Models of the Environment: Are They Related to Environmental Affect and Behavior?

Author response: Hypoxia-inducible factor cell non-autonomously regulates C. elegans stress responses and behavior via a nuclear receptor

Author response for "The ontological construction of technology and behavior through practice"

Adonis or Atrocious

Export Citation Format