Close menu


Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Developing a Methodology to Research the Avatar/ User Relationship

Ward, Janet and Coates, N (2016) Developing a Methodology to Research the Avatar/ User Relationship. In: 2016 Winter Marketing Academic Conference, 28-26 Feb 2016, Caesars Palace Las Vegas, Las Vegas, NV. (Unpublished)

Item Type: Conference or Workshop Item (Paper)


Virtual worlds such as Second Life have created a new place to enact the social in which the user creates an avatar to explore, interact and consume. Consumer behavior researchers have largely overlooked avatars and the challenges they present to extant theories. There have been calls for research into the avatar-user relationship (Messinger et al, 2008) and indeed Belk (2013 p 44) suggests that what both our avatars and we do online influences the self and therefore “only studying extended self offline is missing a large part of the influences on our contemporary self concepts and our and others’ activities in creating them”. This leads us to the research question: How can the offline and online self be researched to understand the avatar-user relationship? This
paper addresses this contemporary research problem.

AMA final abstract Ward-Coates CCT track 6 Nov 15.pdf

Download (207kB) | Preview

More Information

Depositing User: Barry Hall


Item ID: 6262
Official URL:

Users with ORCIDS

Catalogue record

Date Deposited: 26 Apr 2016 08:10
Last Modified: 02 Jul 2019 09:19


Author: Janet Ward
Author: N Coates

University Divisions

Faculty of Business, Law and Tourism > School of Business
Faculty of Business, Law and Tourism > School of Tourism
Faculty of Business, Law and Tourism


Business and Management > Marketing

Actions (login required)

View Item View Item