Second Life: Community and Society as a Focus for Marketing Approaches

机译：第二人生：以社区和社会为营销手段

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Virtual worlds such as Second Life have recently gained increased visibility from businesses seeking to market products "in-world" to virtual world participants. However, without understanding the sociological orientation of virtual participants, the effectiveness of marketing approaches in virtual worlds may be limited. This study utilizes a Delphi approach to determine the sociological orientation of a panel of Second Life participants, with the goal of constructing a theoretical model which can be used for testing the effectiveness of various marketing approaches in virtual worlds.

机译：诸如“第二人生”之类的虚拟世界最近在寻求将产品“向世界内销售”给虚拟世界参与者的企业中获得了越来越高的知名度。但是，在不了解虚拟参与者的社会学取向的情况下，虚拟世界中营销方法的有效性可能会受到限制。这项研究利用Delphi方法确定第二人生参与者小组的社会学取向，目的是构建一个理论模型，该模型可用于测试虚拟世界中各种营销方法的有效性。

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《Americas conference on information systems;AMCIS 2008》|2008年|2999-3009|共11页
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Robert E. Hooker; David B. Paradice;
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正文语种
中图分类电子对抗（干扰及抗干扰）;计算机的应用;
关键词
virtual worlds; marketing effectiveness; community; society;

机译：虚拟的世界;营销效果;社区;社会;

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Second Life: Community and Society as a Focus for Marketing Approaches

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