From Social Media to Metaverse: Evaluation of Meta Avatars Store in The Context of Avatars, Self-Presentation and Luxury Brand

Abstract

Meta Corporation announced in June 2022 that it was launching the Meta Avatars Store for users who want to adorn their avatars with luxury brands such as Balenciaga, Prada, and Thom Browne, as well as a selection of free outfits available. In this context, the store's function is to allow users to shop for their avatars in social media and Metaverse environments. In this context, the research focuses on discussing the relationship between avatars, selfpresentation, and luxury brands through the example of the Meta Avatars Store. The purpose of the research, which examines the Meta Avatars Store with the case study method, is to examine the relationship between self-presentation and the elements highlighted to direct the users to luxury consumption in the promotional activities of this virtual store. According to the research findings, it is seen that making purchases for their avatars is meaningful to find their "authentic self” and “the best version of themselves” and being “unique” to make the relationships of the users more meaningful with their friends, family, or business partners.

Keywords

• Social Media
• Metaverse
• Avatar
• Self-Presentation
• Luxury Brand

Sosyal Medyadan Metaverse’e: Avatarlar, Benlik Sunumu ve Lüks Marka Bağlamında Meta Avatar Mağazası Üzerine Bir Değerlendirme

Öz

Meta Şirketi, Haziran 2022’de avatarlarını Balenciaga, Prada ve Thom Browne lüks markalarıyla ve mevcut ücretsiz kıyafet seçenekleriyle süslemek isteyen kullanıcılar için Meta Avatar Mağazası’nı başlattığını duyurmuştur. Bu bağlamda mağaza, kullanıcıların avatarları için sosyal medya ve metaverse ortamlarında alışveriş yapabilmelerine olanak sağlama işlevine sahiptir. Bu çerçevede araştırma, avatarlar, benlik sunumu ve lüks markalar arasındaki ilişkiyi Meta Avatar Mağazası örneği üzerinden tartışmaya odaklanmaktadır. Meta Avatar Mağazası’nı durum çalışması yöntemiyle inceleyen araştırmanın amacı, sanal mağazanın tanıtım faaliyetlerinde kullanıcıları lüks tüketime yönlendirmek üzere öne çıkarılan unsurlar ile kullanıcıların benlik sunumları arasındaki ilişkiyi irdelemektir. Araştırma bulgularına göre, kullanıcıların arkadaşları, aileleri ya da iş ortakları ile olan ilişkilerinde “otantik benlik” oluşturmak, “kendilerinin en iyi versiyonları”nı sunmak ve “benzersiz” olmak gibi motivasyonlar kapsamında avatarları için alışveriş yapmalarının anlamlı kılındığı görülmektedir.

Anahtar Kelimeler

• Sosyal Medya
• Metaverse
• Avatar
• Benlik Sunumu
• Lüks Marka

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