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Digitale Doppelgänger und Alter Egos

In: Digital Economy: Die neuen Spielregeln für Unternehmen

Author

Listed:
  • Stefanie Wannow

    (THM Business School)

  • Julian Grauberger

    (THM Business School)

Abstract

Zusammenfassung Avatare sind heute das zentrale Eingangstor zu digitalen Welten. Mit ihnen bewegen sich Nutzer durch das Metaverse und interagieren mit ihrer virtuellen Umwelt. Aus Marketingperspektive gewinnt das Metaverse mit steigenden Nutzerzahlen zunehmend an Bedeutung, da Avatare eine neue virtuelle Zielgruppe darstellen. Nutzer investieren viel Zeit in die Gestaltung ihrer Avatare und sind ihnen oft stark verbunden. Dementsprechend hoch ist die Bereitschaft, digitale Objekte zu erwerben, die ihr digitales Selbst unterstreichen. Diese Entwicklung eröffnet neue Möglichkeiten für das Marketing im virtuellen Raum.

Suggested Citation

  • Stefanie Wannow & Julian Grauberger, 2025. "Digitale Doppelgänger und Alter Egos," Springer Books, in: Ursula Haas-Kotzegger (ed.), Digital Economy: Die neuen Spielregeln für Unternehmen, chapter 2, pages 23-44, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-47828-5_2
    DOI: 10.1007/978-3-658-47828-5_2
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