Avatars' Phygital Social Presence in the Metaverse: An Engaged Theory Perspective DOI Creative Commons
David E. Sprott, Linda D. Hollebeek, Valdimar Sigurðsson

и другие.

Psychology and Marketing, Год журнала: 2025, Номер unknown

Опубликована: Фев. 9, 2025

ABSTRACT While prior authors have explored the notions of human and/or automated social presence, these concepts been predominantly assessed either individually or as mutually exclusive theoretical entities. However, we draw on engaged theory to develop hybrid concept phygital presence that comprises aspects both and metaverse avatars. We define degree which a avatar instils feeling in other users they are company entity, elicited by avatar's (a) (i.e., actions taken its user, line with theory's “ways acting”), (b) embodiment appearance, look, design, character emit, being”). next propose conceptual framework set propositions, suggest avatars' primarily impacts users' positive negative behavioral engagement metaverse, chiefly influences cognitive emotional engagement. Moreover, an ways relating , also informed theory, impact

Язык: Английский

Avatars' Phygital Social Presence in the Metaverse: An Engaged Theory Perspective DOI Creative Commons
David E. Sprott, Linda D. Hollebeek, Valdimar Sigurðsson

и другие.

Psychology and Marketing, Год журнала: 2025, Номер unknown

Опубликована: Фев. 9, 2025

ABSTRACT While prior authors have explored the notions of human and/or automated social presence, these concepts been predominantly assessed either individually or as mutually exclusive theoretical entities. However, we draw on engaged theory to develop hybrid concept phygital presence that comprises aspects both and metaverse avatars. We define degree which a avatar instils feeling in other users they are company entity, elicited by avatar's (a) (i.e., actions taken its user, line with theory's “ways acting”), (b) embodiment appearance, look, design, character emit, being”). next propose conceptual framework set propositions, suggest avatars' primarily impacts users' positive negative behavioral engagement metaverse, chiefly influences cognitive emotional engagement. Moreover, an ways relating , also informed theory, impact

Язык: Английский

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