Self-representation through avatars in digital environments

Abstract Due to its prominent role in online social networks, avatar creation has become an important research topic the field of computer-mediated communication. One main motive for creating avatars is representation one’s own identity. Previous indicates that depends on activity context which created. Though, studies comparing a wide variety contexts are still missing. The present study addresses this empirical gap by examining (1) self-representation physical, demographical, and personality characteristics through avatars, (2) differences between various contexts, (3) between-participant variance ascribed traits. Participants attributed their one six indicated same actual ideal selves. We analysed data 568 participants found high level congruence demographical/physical avatar, self, self. Furthermore, we idealised avatar’s traits, was affected specific context. Last, traits mainly larger than self but smaller indicating link norms. These results deliver new insights into strategies behind different build basis future practical implications developers designers virtual worlds.