The fairyland of Second Life: Virtual social worlds and how to use them
Virtual social worlds, such as the Internet site Second Life, have acquired a high degree of popularity in the popular and business press. In this article we address the increasing importance of virtual social worlds, and discuss how companies can make use of their potential. We first present how virtual social worlds evolved historically, how they fit into the postmodern paradigm of our time, and how they differ from other social media, such as content communities (e.g., YouTube), social networking sites and blogs (e.g., Facebook), collaborative projects (e.g., Wikipedia), and virtual game worlds (e.g., World of Warcraft). We subsequently present how firms can make use of virtual social worlds in the areas of advertising/communication, virtual product sales (v-Commerce), marketing research, human resources, and internal process management. We also highlight the points companies should pay particular attention to in their activities, the 5Cs of success in virtual social worlds, and the future evolutions that we expect to shape this sector over the next 5-10 years: a trend toward standardization and interoperability, improvements in software usability, increasing interconnection between reality and virtual worlds, establishment of law and order, and the transformation of virtual social worlds to business hubs of the future.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Cova, Bernard, 1996. "The postmodern explained to managers: Implications for marketing," Business Horizons, Elsevier, vol. 39(6), pages 15-23.
- Ralph L. Keeney, 1999. "The Value of Internet Commerce to the Customer," Management Science, INFORMS, vol. 45(4), pages 533-542, April.
- Schlosser, Ann E, 2003. " Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions," Journal of Consumer Research, Oxford University Press, vol. 30(2), pages 184-198, September.
- Glen L. Urban & Eric von Hippel, 1988. "Lead User Analyses for the Development of New Industrial Products," Management Science, INFORMS, vol. 34(5), pages 569-582, May.
When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:52:y:2009:i:6:p:563-572. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.