The Emergence of Business within Virtual Worlds

Alycia Mesa

Chapter 3 in Brand Avatar, 2009, pp 31-52 from Palgrave Macmillan

Abstract: Abstract Aside from the fact the press has a love/hate relationship with them and advertising/media agencies are mesmerized by the marketing potential, at the end of the day, why should businesses step one digitally altered toe into virtual worlds? The key to 3D virtual worlds is that you are having live, face-to-face experiences whether it be with people or architecture or things that, while graphically “cartoonish” in nature, are surprisingly much more real life and human like. The fact that businesses can put their brand name on to products, games and experiences in virtual worlds so that real-life people via avatars can interact with that brand experientially and go beyond a single messaged, 2D ad is in essence what compels businesses to be there in the first place.

Keywords: Virtual World; Luxury Brand; Dance Floor; Brand Placement; Tual World (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23371-3_4

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230233713

DOI: 10.1057/9780230233713_4

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().