Blurring of boundaries: Consumer self‐narratives in digital virtual leisure

This article examines digital virtual leisure and the impact of increasingly blurred boundaries between the digital and physical worlds on consumer self‐narratives. Using an extended case narrative method, the present research explores how consumers who are highly involved with digital leisure live out their ideal self‐narrative in online communities. The findings highlight a level of complexity and fluidity when consumers move between worlds. The present research shows a more multifaceted set of issues that consumers traverse when moving between the physical and digital worlds. This research indicates the changing nature of the self‐narrative for consumers in an ever‐evolving environment that blurs the distinction between the digital and physical worlds. Results suggest that the digital virtual world (those online environments using digital technologies and virtual which has a sensory element) can serve as a sanctuary for consumers to gain empowerment and sustain hope. Digital virtual leisure is a highly involved form of consumption layered with meaning for individuals. The findings highlight the potential and opportunity to use self‐narratives as a way to understand consumer involvement with online community spaces so as to better respond to and engage with the consumer target market.