Marketing in virtual world of second life – literature review
Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2017, Vol 18, Issue 2
Abstract
Entrepreneurs allocate a lot of money in various activities to attract customer attention. One of them is product or brand embedded into game environment, especially in virtual world. The present article is aimed to investigate online marketing opportunities in virtual world on the example of Second Life. To achieve the assumed goal, description of world of Second Life is presented. The next part pertains to present research in the field of marketing communication in Second Life based on literature review. The analysis of literature review indicates that most common form of use of virtual world is communication between residents and brand promotions. The survey also explores the important role of virtual events and business meetings. Additionally, the companies have been using Second Life for products presentation and new products development. The final part of the article presents some conclusions and suggestions for future research.
Authors and Affiliations
Magdalena Hofman-Kohlmeyer
Keywords
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- EP ID EP209802
- DOI 10.5604/01.3001.0010.2936
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