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

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

Gulnur Tumbat, Lisa M. Bennett
Copyright: © 2011 |Pages: 19
ISBN13: 9781605667928|ISBN10: 1605667927|EISBN13: 9781605667935
DOI: 10.4018/978-1-60566-792-8.ch020
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MLA

Tumbat, Gulnur, and Lisa M. Bennett. "Consumption and Marketing in A 3D Virtual Space: The Second Life Experience." Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, et al., IGI Global, 2011, pp. 374-392. https://doi.org/10.4018/978-1-60566-792-8.ch020

APA

Tumbat, G. & Bennett, L. M. (2011). Consumption and Marketing in A 3D Virtual Space: The Second Life Experience. In M. Eastin, T. Daugherty, & N. Burns (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 374-392). IGI Global. https://doi.org/10.4018/978-1-60566-792-8.ch020

Chicago

Tumbat, Gulnur, and Lisa M. Bennett. "Consumption and Marketing in A 3D Virtual Space: The Second Life Experience." In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, Terry Daugherty, and Neal M. Burns, 374-392. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60566-792-8.ch020

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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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