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Virtual World Avatar Branding

Virtual World Avatar Branding
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Author(s): Thomas J. Mowbray (The Ohio State University, USA)
Copyright: 2014
Pages: 18
Source title: Identity and Leadership in Virtual Communities: Establishing Credibility and Influence
Source Author(s)/Editor(s): Dona J. Hickey (University of Richmond, USA)and Joe Essid (University of Richmond, USA)
DOI: 10.4018/978-1-4666-5150-0.ch005

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Abstract

Avatar branding is the process of creating a virtual personality, establishing a well-known virtual identity, and immersing oneself as an active participant in virtual society. In virtual worlds such as Second Life and the many Opensim worlds, avatar branding is an essential capability for many kinds of virtual world users, such as fine artists, musicians, poets, writers, deejays, athletes, actors, fashion designers, and other kinds of virtual celebrities. This chapter discusses the process of avatar branding and covers several examples of famous branded avatars.

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