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Avatar creation is an interesting topic for both video game and social network studies. Research has shown that the creation of avatars is influenced by individual, contextual, and cultural features. Avatars are used to represent aspects of users' personality, but multiple avatars are used in different virtual contexts, as self-presentation strategies may vary according to the different “audiences” to be met online (say: friends, or strangers). Moreover, avatar creation is also influenced by cultural variables, such as gender, as avatars embody stereotypical aspects of being a woman or a man. This research tested whether avatars, as digital self-representations, may change depending on the above-mentioned variables. Ninety-four participants created two avatars to be used in different contexts (video game and job-themed social network). Moreover, two groups of participants were told that they would have met friends or …