Consumption and Marketing in A 3D Virtual Space: The Second Life Experience

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Author(s): Gulnur Tumbat (San Francisco State University, USA)and Lisa M. Bennett (San Francisco State University, USA)
Copyright: 2011
Pages: 19
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Neal M. Burns (University of Texas, Austin, USA), Terry Daugherty (The University of Akron, USA)and Matthew S. Eastin (University of Texas at Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch020

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

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Abstract

Second Life (SL) established itself in 2003 as a virtual world where people can create an alternate life as an avatar (www.secondlife.com). It provides a fertile ground for real-world businesses to market their products to a tech-savvy and brand-conscious group of potential consumers. The goal of this exploratory chapter is to gain an understanding about the SL experience for these consumers and provide examples of some of the marketing practices. The authors conclude that while SL does provide an alternative for businesses for building, maintaining, and extending their real world brand presence, it remains primarily as a 3-dimension (3-D) virtual social space for people to connect and communicate with like-minded others.

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Consumption and Marketing in A 3D Virtual Space: The Second Life Experience

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