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Volume 1, Number 2 (2008):

Consumer Behavior

Stigmatized Identity of the Newbie

The editorial team for this issue includes:


Natalie Wood, Saint Joseph’s University, Philadelphia

With so many people making the virtual leap many marketers are eager to join them and stake their claim in this new landscape. Unfortunately for many their efforts have failed to live up to expectations and they have since withdrawn.


So what, do we need to do differently in virtual worlds than we do in the real world in order to achieve success? In this issue we aim to stimulate dialogue by exploring what, if any, differences exist between real world and virtual world consumer behavior.


Topics addressed include body image, virtual goods and brand value.


Original call: CFP: Consumer Behavior in Virtual Worlds

Issue Editor′s Corner

Editor′s Introduction

Natalie Wood

Peer Reviewed Research Papers

Consuming Code: Use-Value, Exchange-Value, and the Role of Virtual Goods in Second Life

Jennifer Martin


Virtual World Affordances: Enhancing Brand Value

So Ra Park, Fiona Fui-Hoon Nah, David DeWester, Brenda Eschenbrenner, Sunran Jeon


On the Relationship between My Avatar and Myself

Paul R Messinger, Xin Ge, Eleni Stroulia, Kelly Lyons, Kristen Smirnov, Michael Bone


The Social Construction of Virtual Reality and the Stigmatized Identity of the Newbie

Robert E. Boostrom, Jr.


The “New” Virtual Consumer: Exploring the Experiences of New Users

Lyle R Wetsch

Research Papers

Ugly Duckling by Day, Super Model by Night: The Influence of Body Image on the Use of Virtual Worlds

Enrique Becerra, Mary Ann Stutts


Symbolic and Experiential Consumption of Body in Virtual Worlds: from (Dis)Embodiment to Symembodiment

Handan Vicdan, Ebru Ulusoy


Demographics of Virtual Worlds

Jeremiah Spence

“Think pieces”

Surveillance, Consumers, and Virtual Worlds

Douglas R Dechow


Second Life and Hyperreality

Michel Maffesoli


Having But Not Holding: Consumerism & Commodification in Second Life

Lori Landay


Metaverse: A New Dimension?

Yohan Launay, Nicolas Mas


Virtual Worlds Research: Global X Local Agendas

Gilson Schwartz


Real Virtual Worlds SOS (State of Standards) Q3-2008

Yesha Sivan


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Planned Issue


Volume 11, Number 1 (2018)

Theme: Assembled 2018

Call: CFP: General Call for Papers

Issue Editors: Angie Cox, Trident University (Prime); Felipe Nunes, Federal University of Rio Grande do Sul; Miao Feng, NORC at University of Chicago; Edgardo Donovan, Trident University.
Publication: Q1 2018
Status: In review.




Volume 11, Number 2 (2018)

Theme: Mindfulness & Flow

CfP: Mind

Issue Editors: TBD
Publication: Q2 2018
Status: Open. Submit proposals.




Volume 12, Number 1 (2019)

Theme: Assembled 2019

Call: CfP: General Call for Papers

Issue Editors: TBD
Publication: Q1 2019
Status: Open. Submit any time.




We are enlisting editors for the theme issues.


Suggested Issues

  • Hardware
  • Impact (on People, Places, and Organizations)
  • Money
  • 3D Printing
  • Bleeding innovations


 How to submit your proposal - see: For Issue Editor