This paper examines the link that exists between individuals and their avatars in virtual worlds, in terms of identity. The outcomes of the study suggest that virtual worlds and the social and business interactions they offer are tools to build consumer identity. This exploratory research is based on a qualitative study using the chat mode to conduct 34 interviews in the Second Life virtual world. In the transition from the real to the virtual world, the individual must build another identity and operate a transfer, partial or total, from his real identity to the virtual one. The aim of the study is to offer an initial framework in order to understand this transition and its result in terms of identity positioning. Four types of identity positioning are identified: duplication, improvement, transformation and metamorphosis.
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