Internet.

An internet persona is a social identity that an Internet user establishes in online communities and websites. Some internet users prefer to be anonymous, and only reveal varying amounts of personally identifiable information. Some can even be deceptive about their identity.

In some online contexts like internet forums, instant messaging, online games, users can represent themselves visually by choosing an avatar, an icon-sized graphic image. For instance people define explicitly their identity by creating user profiles in social network services such as Facebook. The identities that people define in the social web are not necessarily reliable. For example studies have shown that people lie in their profiles about their personal information as they do not want to disclose too much information about themselves on the net. It points out that whenever an individual interacts in a social sphere they portray a mask of their identity. The online mask does not reveal the actual identity of a person.

An online identity that has acquired an excellent reputation is valuable for two reasons. Firstly, one or more persons invested a great deal of time and effort to build the identity's reputation. Secondly, other users look to the identity's reputation as they try to decide whether it is sufficiently trustworthy. It is therefore unsurprising that people use their online identities to host sales.