The roles of spokes-avatars' personalities in brand communication in 3D virtual environments

Seung A.Annie Jin, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

47 Citations (Scopus)


Second Life is the fastest growing avatar-based 3D virtual environment, as well as a promising media channel for marketing and advertising. Spokes-avatars are increasingly used as company (brand) representatives, personal shopping assistants, conversation partners, recommendation agents, and persuasion agents in such virtual environments. This study aimed to empirically investigate the roles of spokes-avatars personalities with regard to source credibility, brand attitude and consumers feelings of presence. A two-group comparison experiment examined the effects of spokes-avatars different personalities (sincere/competent vs exciting) on source credibility and brand communication. The results showed that the subjects who interacted with sincere/competent spokes-avatars showed greater source expertise and trustworthiness, a more positive attitude towards the brand, higher satisfaction with the retailer, and greater online shopping intentions than those who interacted with exciting spokes-avatars.

Original languageEnglish
Pages (from-to)317-327
Number of pages11
JournalJournal of Brand Management
Issue number5
Publication statusPublished - 2010 Mar
Externally publishedYes

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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