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Advertising in Virtual Worlds: Facilitating a Hierarchy of Engagement

Advertising in Virtual Worlds: Facilitating a Hierarchy of Engagement

Paul R. Messinger, Xin Ge
ISBN13: 9781605667928|ISBN10: 1605667927|EISBN13: 9781605667935
DOI: 10.4018/978-1-60566-792-8.ch004
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MLA

Messinger, Paul R., and Xin Ge. "Advertising in Virtual Worlds: Facilitating a Hierarchy of Engagement." Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, et al., IGI Global, 2011, pp. 73-108. https://doi.org/10.4018/978-1-60566-792-8.ch004

APA

Messinger, P. R. & Ge, X. (2011). Advertising in Virtual Worlds: Facilitating a Hierarchy of Engagement. In M. Eastin, T. Daugherty, & N. Burns (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 73-108). IGI Global. https://doi.org/10.4018/978-1-60566-792-8.ch004

Chicago

Messinger, Paul R., and Xin Ge. "Advertising in Virtual Worlds: Facilitating a Hierarchy of Engagement." In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, Terry Daugherty, and Neal M. Burns, 73-108. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60566-792-8.ch004

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Abstract

This chapter describes how virtual worlds can be used for advertising and other communications to consumers. To help conceptualize how virtual worlds enable enhanced forms of communications to consumers, the authors introduce a conceptual framework which they call a hierarchy of engagement in advertising communications. They argue that virtual worlds facilitate deeper levels of engagement in this hierarchy. The authors then describe, from a practical standpoint, how to manage the traditional elements of advertising campaigns—message, media, timing, intensity, and budget—in the context of virtual worlds to help achieve deeper levels of engagement, which they argue lead to greater brand recall and loyalty. To put these points in context, they begin with a short history of gaming and social computing. To assist with selection of virtual worlds in which to conduct communication campaigns, the authors present a typology of virtual worlds and provide a description of some extant virtual worlds using this typology. The chapter concludes with a description of needed future work to harness virtual worlds for customer engagement.

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