A Virtual Foot in the Door: How Avatar Similarity Impacts Group Identity in Computer-Mediated Communication

Abstract

Communication researchers continue to explore the promise and the impact of the Internet and computer-mediated communication. While much research has shown that the effects have been distancing, polarizing and negative others point to a more connected global world. In this study we attempt to look for the initial promise of the Internet. By manipulating anonymity, avatars and types of similarity in a virtual computer-mediated scenario we uncover a pathway to improve group identity, trust and social attraction. These concepts are supported by social identity theories and by the social identity model of deindividuation effects (SIDE). A 2x3 factorial experimental design looked for causal relationships but all the findings did not support our hypotheses. However, we did support our underlying suppositions and the basis for our conceptual model.