Consumer Use and Business Potential of Virtual Worlds: The Case of “Second Life”

Abstract

Several months ago, the virtual social world “Second Life” (SL) received considerable interest in both the popular and business press. Based on a series of 29 qualitative, in-depth interviews, this article investigates what types of behaviors consumers show within this environment and what business opportunities it offers for companies. The results indicate that users do not consider SL as a mere computer game but as an extension of their real lives. This has implications for how marketing managers can use this online application that go beyond those known from traditional computer or online games.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 106 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.