Virtual worlds as a medium for advertising

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Virtual worlds as a medium for advertising

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ACM SIGMIS Database archive
Volume 38 , Issue 4 (November 2007) table of contents

SESSION: Research contibutions table of contents

Pages: 45 - 55

Year of Publication: 2007

ISSN:0095-0033

Author

Stuart Barnes

University of East Anglia

Publisher

ACM New York, NY, USA

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Downloads (6 Weeks): 91, Downloads (12 Months): 557, Citation Count: 2

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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.

REFERENCES

Note: OCR errors may be found in this Reference List extracted from the full text article. ACM has opted to expose the complete List rather than only correct and linked references.

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CITED BY 2

	Yue Guo , Stuart Barnes, Virtual item purchase behavior in virtual worlds: an exploratory investigation, Electronic Commerce Research, v.9 n.1-2, p.77-96, June 2009
	Michael Bourlakis , Savvas Papagiannidis , Feng Li, Retail spatial evolution: paving the way from traditional to metaverse retailing, Electronic Commerce Research, v.9 n.1-2, p.135-148, June 2009