Be good to your offline self – The spillover from online representation and self-avatars to mental well-being
(A2025-126247)

AUTHORS

Ana Javornik, University of Bristol; Olivia Petit, Kedge Business School; David Finken, ETH Zurich - Chair of Technology Marketing; LUK WARLOP, BI Norwegian Business School

ABSTRACT

This special session aims to advance EMAC community’s discourse on consumers’ representations online, especially in the light of recent technological developments that allow a myriad of ways to represent oneself by means of self-avatars in virtual environments. The goal of this special session - appearing in a workshop format - is threefold: First, we aim to build a network of researchers interested in such domains. Second, we try to capture the what, how and why of online and virtual self-representation in a consumption context. Third, we aim to develop an agenda for future research. Platforms such as Roblox, Decentraland and Zepeto, particularly popular among young people, are paving the way for the rise of self-avatars. Individuals are curating their virtual identities across these platforms in addition to the more traditional social media. This workshop aims to build on prior work related to self-concept and identity management (Reed II, Forehand, Puntoni, and Warlop, 2012; Hollenbeck & Kaikati, 2012) in online and virtual environments (Belk, 2013; Hadi, Melumad, and Park, 2024). It explores how the addition of self-avatars into the existing landscape of online representation potentially brings noteworthy changes into the identity processes. Through avatar customisation, individuals can engage in exploring different identities. In some cases, such virtual identities might be in conflict not only with their offline identities but also with other online identities, which can result in complex challenges to maintain consistency within their self-concept (Reed II, Forehand, Puntoni, and Warlop, 2012). This can, in turn, affect mental well-being. Management of identities and self-concept across virtual and physical domains can for instance disrupt self-clarity. On the other hand, it also provides opportunities for self-growth and self-actualisation, which are key eudaimonic components, contributing to a meaningful life (Deci & Ryan, 2008; Ryff, 2013). How do consumers reconcile their identities across the virtual and physical spaces that are becoming increasingly convergent, but are also fundamentally different? The format of this workshop is interactive. First, the organisers will deliver a presentation covering some of the theoretical foundations and also showcase examples of avatars in popular virtual environments. Then, the participants will be invited to create their own avatars via easily accessible online platforms, which will serve as a reflection induction tool. Specifically, the participants will be invited to reflect upon the desired avatarised self-representation and how that would link to their existing online and offline identities as well as mental well-being implications of such practices. These activities will then serve as a basis for the final discussion, culminating in a research agenda focused on some key phenomena emerging in virtual environments.