Virtual worlds as a medium for advertising-Reference-Cited by-同舟云学术

Virtual worlds as a medium for advertising

Published:2007-10-28 Issue:4 Volume:38 Page:45-55
ISSN:0095-0033
Container-title:ACM SIGMIS Database: the DATABASE for Advances in Information Systems
language:en
Short-container-title:SIGMIS Database

Author:

Barnes Stuart¹

Affiliation:

1. University of East Anglia

Abstract

Online virtual worlds, such as Second Life, are rapidly becoming recognized as a technology of substantial future importance for marketers and advertisers. Many of these virtual worlds provide the potential medium for very rich and varied new and enhanced modes of advertising--all in one online channel. Such varied advertising experiences can be immersive or absorptive, active or passive. Potential modes of advertising include product placement of 3-D objects (such as brand-name clothing), billboards, radio, musical performances, movies and videos, advergames (typically mini-worlds or mini-games) and cross-promotional offers and activities. Little is known about the effectiveness of advertising in virtual worlds on purchasing intention towards a product. The purpose of this paper is to introduce the concept of advertising in virtual worlds and to create an agenda for future experimental research in this exceptionally new domain. As a result, we hope to encourage others to begin to further engage in research on this topic over the period from 2007-2014.

Publisher

Association for Computing Machinery (ACM)

Subject

Computer Networks and Communications,Management Information Systems

Link

https://dl.acm.org/doi/pdf/10.1145/1314234.1314244

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