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 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, self-presentation, and luxury brands through the example of 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 “authentic self” and “the best version of themselves” and being “unique” in order to make the relationships of the users more meaningful with their friends, family or business partners.