Stachowicz, R.A. (Roma Aleksandra)

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    Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms
    (2024) Stachowicz, R.A. (Roma Aleksandra); Cantoni, L. (Lorenzo)
    In the era of the growing relevance of metaverse as a digital marketing medium, fashion companies find branding and commercial opportunities in one of its dimensions: video game platforms. These have evolved into social spaces where users can acquire digital goods in order to express self-identity and status, both manifested in multiplayer communities. By the means of collaborations with video game platforms, development of immersive branded experiences, and creation of purchasable virtual fashion elements, fashion companies are able to explore their community building strategies within the gaming environment. Through the employment of a quantitative empirical methodology, collecting data from 107 Discord users through the distribution of an online questionnaire, this research aims to comprehend the role of dressedup avatars and digital fashion for the purpose of strategic brand community building in gaming platforms. The study identifies key drivers for engaging with branded digital fashion items, the contribution of participation in gaming communities to brand interaction, and the influence of gaming habits on the perception of the fashion company – video game collaborations. The findings highlight the importance of avatar customization, awareness of fashion brands’ presence in gaming, as well as the significant role of virtual fashion in enhancing gaming experiences.