Metaverses and gaming platforms engage young consumers through digital identity creation, immersive experiences, and social connectivity. This study examines how Generation Z and Alpha build avatars, their motivations and cultural influences. Interviews with 39 young consumers from Italy and China offer insights for platforms and brands.
A CROSS-CULTURAL STUDY ON AVATARS AND YOUNG CONSUMERS’ INTERACTIONS WITH FASHION BRANDS IN THE METAVERSE
Giovannetti M.;Hu L.;Cedrola E.
2025-01-01
Abstract
Metaverses and gaming platforms engage young consumers through digital identity creation, immersive experiences, and social connectivity. This study examines how Generation Z and Alpha build avatars, their motivations and cultural influences. Interviews with 39 young consumers from Italy and China offer insights for platforms and brands.File in questo prodotto:
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Descrizione: A CROSS-CULTURAL STUDY ON AVATARS AND YOUNG CONSUMERS’ INTERACTIONS WITH FASHION BRANDS IN THE METAVERSE
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