Avatares y mundo real: Estudio del impacto personal y organizacional de las identidades virtuales

This research is proposed according to the main goal of analyzing the impact of avatars in the building of a digital identity and social interactions in the metaverse. In order to achieve it, a mix of methods has been applied (interviews, survey and content analysis), from an exploratory approach and from a triple perspective: perceptions of brands, users and psychology experts. Findings reflect a concordance between avatars and personal identities, a less marked trend to try new identities, and the persistence of physical stereotypes. From brands perspective, avatars allow them to connect with their audiences and simplify commercial transactions. For its part, from a psychological point of view, avatars can strengthen self-image and make socialization easier, but also generate a social pressure about appearance and encourage virtual bullying. The study concludes that the metaverse is still in an early stage of development. It has the potential to transform social and commercial interactions, but needs accessibility, inclusion and security improvements in order to allow a safe and equity experience for users.