Avatar

An avatar can be defined as ‘an interactive social representation of a user’ or an instrument of co-presence or a mediated encounter between networked subjects. The struggle to build an avatar and create a sense of belonging then gets acted upon through the engagement with consumer culture, an association with brands, types of music, and material possessions in order to achieve affinity with others.

Walmart WhoKnewVille

members

Walmart Realm, Immersive Commerce, Consumer Tribes, Brand Semiotics, Algorithmic Culture

The Soapstone Comedy Club

members

Metaverse, Virtual Reality, Humor, Brand Experience, Algorithms

Yuga Labs

members

Metaverse, NFT, Platform, Brand Strategy, Digital Economy

VLGE

members

Roblox, VLGE, Virtual Worlds, Immersive Commerce, Consumer Culture

Disney & Epic Games

tiers

Disney, Epic Games, Fortnite, Virtual theme park, Interoperability

Netflix & Epic Games

tiers

K-Pop Demon Hunters, Fortnite, Transmedia, Creator Economy, Platform Strategy, Gen Z

Governo de Minas Gerais

tiers

Edtech, Vocational guidance, Gamification, Roblox, Public policy

Alo Yoga & Roblox

tiers

Metaverse Marketing, Virtual Servicescape, Digital Anthropology, Hybrid Retail, Gaming Culture, Brand Experience

Walmart & Zepeto

tiers

Virtual Commerce, Avatar Economy, Platform Integration, Phygital Retail, Digital Identity, Metaverse Marketing

Virtual Luxe Lounge

tiers

Virtual Brand Communities, Digital Retail Spaces, Experiential Marketing, Consumer Immersion, Loyalty Programs, Spatial Commerce

Xiaodu AI Glasses

tiers

Artificial Intelligence Glasses, Wearable Computing, Language Model Integration, Consumer Technology Innovation, Augmented Reality Devices, Smart Eyewear Technology

Douyin V

tiers

Avatar Technology, Parasocial Relationships, Creator Economy, Digital Personas, Algorithmic Mediation, Social Commerce