The presence of consumers and companies in the virtual worlds has increased in recent years. It is predicted that 80% of active Internet consumers and Fortune 500 companies will have an avatar or presence in a virtual community, including social networks, by the end of 2011 (eMarketer, 2007). The increase in the number of consumers with avatars emphasizes the need for a better understanding of who these consumers behind the avatars really are in order to convert these individuals to online and... Read more
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