Avatar adaptation: unveiling the dynamics of social self-representation on social networking platforms

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This study examines avatars’ perceived similarity (PS), perceived social presence (PSP), and perceived anthropomorphism (PA), as well as their impact on trust, perceived enjoyment, and users’ avatar adaptation. A research model has been developed to extend the theoretical lenses of the technology acceptance model (TAM) and social response theory (SRT), aiming to investigate the inclination toward accepting users’ digital presence on social networking platforms. Using SmartPLS, the data from 770 respondents collected through the purposive sampling technique has been analyzed. The results indicate that PS, PSP, and PA positively impact trust and perceived enjoyment (PE). Collectively, these factors shape the audience’s intention to adopt an avatar as their digital social representation. The findings of this study can assist social media managers and avatar designers in harnessing trust and perceived enjoyment among social media users.