Exploring virtual worlds success factors in virtual world marketing
Identifieur interne : 003607 ( Istex/Curation ); précédent : 003606; suivant : 003608Exploring virtual worlds success factors in virtual world marketing
Auteurs : Henrikki Tikkanen [Finlande] ; Joel Hietanen [Finlande] ; Tuomas Henttonen [Finlande] ; Joonas Rokka [Finlande]Source :
- Management Decision [ 0025-1747 ] ; 2009-09-04.
Abstract
Purpose Drawing from recent work on online social networking and communities of consumption, the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and success of marketing in virtual worlds. Designmethodologyapproach An empirical study was conducted employing netnographic evidence from three different virtual worlds and related usergenerated blog discussions. Findings The findings suggest mechanisms which enable virtual worlds to gain and maintain the interest of their users and therefore underlie successful marketer practices. Research limitationsimplications This is an exploratory study based on qualitative and ethnographic online research methods, and therefore the results are of a descriptive nature. The study was conducted to initiate the academic discourse about marketing in virtual worlds. As such, the paper believes that it can act as a reasonable startingpoint for future discussion. Practical implications The study suggests that traditional advertising has not proven to be a very effective way to exploit the special characteristics of virtual worlds. There is substantial potential in virtual worlds for new and innovative marketing methods that are highly engaging and take advantage of users' active role in virtual worlds. From the marketing point of view, virtual worlds can be especially used for connecting with customers, contributing to customer learning, and getting customer input. Originalityvalue The paper illustrates that virtual worlds have come to offer marketers new opportunities for engaging their customers into interactive and coproductive marketplace exchanges. They uncover untapped potential, resources and creative means for building customer relationships.
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DOI: 10.1108/00251740910984596
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Finland</mods:affiliation><country xml:lang="fr">Finlande</country><wicri:regionArea>Helsinki School of Economics, Helsinki</wicri:regionArea></affiliation></author><author><name sortKey="Henttonen, Tuomas" sort="Henttonen, Tuomas" uniqKey="Henttonen T" first="Tuomas" last="Henttonen">Tuomas Henttonen</name><affiliation wicri:level="1"><mods:affiliation>Helsinki School of Economics, Helsinki, Finland</mods:affiliation><country xml:lang="fr">Finlande</country><wicri:regionArea>Helsinki School of Economics, Helsinki</wicri:regionArea></affiliation></author><author><name sortKey="Rokka, Joonas" sort="Rokka, Joonas" uniqKey="Rokka J" first="Joonas" last="Rokka">Joonas Rokka</name><affiliation wicri:level="1"><mods:affiliation>Helsinki School of Economics, Helsinki, Finland</mods:affiliation><country xml:lang="fr">Finlande</country><wicri:regionArea>Helsinki School of Economics, Helsinki</wicri:regionArea></affiliation></author></analytic><monogr></monogr><series><title level="j">Management Decision</title><idno type="ISSN">0025-1747</idno><imprint><publisher>Emerald Group Publishing Limited</publisher><date type="published" when="2009-09-04">2009-09-04</date><biblScope unit="volume">47</biblScope><biblScope unit="issue">8</biblScope><biblScope unit="page" from="1357">1357</biblScope><biblScope unit="page" to="1381">1381</biblScope></imprint><idno type="ISSN">0025-1747</idno></series><idno type="istex">8BF1086C03CEE52395423ECC0D4866C39B77DB5D</idno><idno type="DOI">10.1108/00251740910984596</idno><idno type="filenameID">0010470809</idno><idno type="original-pdf">0010470809.pdf</idno><idno type="href">00251740910984596.pdf</idno></biblStruct></sourceDesc><seriesStmt><idno type="ISSN">0025-1747</idno></seriesStmt></fileDesc><profileDesc><textClass></textClass><langUsage><language ident="en">en</language></langUsage></profileDesc></teiHeader><front><div type="abstract">Purpose Drawing from recent work on online social networking and communities of consumption, the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and success of marketing in virtual worlds. Designmethodologyapproach An empirical study was conducted employing netnographic evidence from three different virtual worlds and related usergenerated blog discussions. Findings The findings suggest mechanisms which enable virtual worlds to gain and maintain the interest of their users and therefore underlie successful marketer practices. Research limitationsimplications This is an exploratory study based on qualitative and ethnographic online research methods, and therefore the results are of a descriptive nature. The study was conducted to initiate the academic discourse about marketing in virtual worlds. As such, the paper believes that it can act as a reasonable startingpoint for future discussion. Practical implications The study suggests that traditional advertising has not proven to be a very effective way to exploit the special characteristics of virtual worlds. There is substantial potential in virtual worlds for new and innovative marketing methods that are highly engaging and take advantage of users' active role in virtual worlds. From the marketing point of view, virtual worlds can be especially used for connecting with customers, contributing to customer learning, and getting customer input. Originalityvalue The paper illustrates that virtual worlds have come to offer marketers new opportunities for engaging their customers into interactive and coproductive marketplace exchanges. They uncover untapped potential, resources and creative means for building customer relationships.</div></front></TEI></record>Pour manipuler ce document sous Unix (Dilib)
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