Publication Date
4-1-2025
Document Type
Article
Publication Title
Prisma Social
Volume
49
First Page
31
Last Page
59
Abstract
This research is proposed according to the main goal of analyzing the impact of avatars in the building of a digital identity and social interactions in the metaverse. In order to achieve it, a mix of methods has been applied (interviews, survey and content analysis), from an exploratory approach and from a triple perspective: perceptions of brands, users and psychology experts. Findings reflect a concordance between avatars and personal identities, a less marked trend to try new identities, and the persistence of physical stereotypes. From brands perspective, avatars allow them to connect with their audiences and simplify commercial transactions. For its part, from a psychological point of view, avatars can strengthen self-image and make socialization easier, but also generate a social pressure about appearance and encourage virtual bullying. The study concludes that the metaverse is still in an early stage of development. It has the potential to transform social and commercial interactions, but needs accessibility, inclusion and security improvements in order to allow a safe and equity experience for users.
Keywords
Avatar, brands, impact, metaverse, psychology, virtual reality, youth
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Department
Journalism and Mass Communications
Recommended Citation
Gema Bonales-Daimiel, Eva Citlali Martínez-Estrella, and Belén Moreno-Albarracín. "Avatars and the Real World: A Study of the Personal and Organizational Impact of Virtual Identities" Prisma Social (2025): 31-59.
Comments
Copyright 2025 Prisma Social Magazine.
This article is published in Spanish under the title "Avatares y mundo real: Estudio del impacto personal y organizacional de las identidades virtuales."