Establishing an avatar-based presence on instagram

H. Lovasz-Bukvova, R. Hage, M. Waiguny, T. Gruber-Mücke

Publikation: KonferenzbeitragPapierBegutachtung

Abstract

Instagram provides a space for a digitalized self-presentation of individuals as well as organizations. Being image-based, it creates an illusion of credibility and intimacy thorough a connection to reality, such as places, people, or events. However, not all Instagram users might have a real individual or organization in the background - public campaigns, for example, might choose to act independently of an explicit backer. In this paper, we explore the possibility of creating a purely artificial, avatar-based presence on Instagram. Our findings indicate that while an avatar can gain visibility and presence, it may require greater investment to engage followers in a reciprocal interaction. © 2019 by the authors.
OriginalspracheEnglisch
Seiten245-252
Seitenumfang8
PublikationsstatusVeröffentlicht - 4 Sep. 2020

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