Contents:
Introduction. Virtual Social Identity: Welcome to the Metaverse Michael R. Solomon and Natalie T. Wood;
Part I. The Virtual Experience;

1. I, Avatar: Auto-Netnographic Research in Virtual Worlds Robert V. Kozinets and Richard Kedzior;
2. For a Better Exploration of Metaverses as Consumer Experiences Leila El Kamel;

Part II. Consumer Behavior in Virtual Worlds;
3. Interaction Seeking in Second Life and Implications for Consumer Behavior Christian Hinsch and Peter H. Bloch;
4. IDon't Know You, But I Trust You: A Comparative Study of Consumer Perceptions in Real-Life and Virtual Worlds James E. Brown and Tracy L. Tuten;
5. Social Interaction with Virtual Beings: The Technology Relationship Interaction Model and Its Agenda for Research Kathy Keeling, Debbie Keeling, Antonella de Angeli, and Peter McGoldrick;
6. Personalized Avatar: A New Way to Improve Communication and E-Service David Crete, Anik St-Onge, Aurelie Merle, Nicolas Arsenault, and Jacques Nantel;
7. The Sacred and the Profane in Online Gaming: A Netnographic Inquiry of Chinese Gamers Jeff Hine. Xin Zhao, and Gary J. Bamossy;
Part III. Avatar Creation and Appearance;
8. Finding Mii: Vīrtual Social Identity and the Young Consumer- J. Alison Bryant and Anna Akerman;
9. Me, Myself, and My Avatar: The Effects of Avatars on SNW (Social Networking) Users'Attitudes Toward a Website and Its Ad Content Youjeong Kim and S. Shyam Sundar;

Part IV. Person Perceptions in Virtual Worlds;
10. Effects of Ethnic Identity and Ethnic Ambiguous Agents on Consumer Response to Websites Osei Appiah and Troy Elias;
11. Ethnie Matching: An Examination of Ethnic Morphing in Advertising Yuliya Lutchyn, Brittany R.L. Duff, Ronald J. Faber Soyoen Cho, and Jisu Huh;
12. Mirror, Mirror on the Web: Understanding Thin-Slice Judgments of Avatars Melissa G. Bublitz, Craig C. Claybaugh, and Laura A. Peracchio;
Name Index;
Subject Index;
About the Editors and Contributors.