Exploring virtual worlds_success factors in virtual world marketing

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1、Thecurrentissueandfulltextarchiveofthisjournalisavailableatwww.emeraldinsight.com/0025-1747.htmExploringvirtualExploringvirtualworlds:successworldsfactorsinvirtualworldmarketingHenrikkiTikkanen,JoelHietanen,TuomasHenttonenandJoonasRokka1357HelsinkiSchoolofEc

2、onomics,Helsinki,FinlandReceivedOctober2008RevisedFebruary2009AcceptedMarch2009AbstractPurposeDrawingfromrecentworkononlinesocialnetworkingandcommunitiesofconsumption,thepurposeofthispaperistoexplore,identify,andpostulatekeyfactorsfacilitatingthegrowthandsuc

3、cessofmarketinginvirtualworlds.Design/methodology/approachAnempiricalstudywasconductedemployingnetnographicevidencefromthreedifferentvirtualworldsandrelateduser-generatedblogdiscussions.FindingsThefindingssuggestmechanismswhichenablevirtualworldstogainandmain

4、taintheinterestoftheirusersandthereforeunderliesuccessfulmarketerpractices.Researchlimitations/implicationsThisisanexploratorystudybasedonqualitativeandethnographiconlineresearchmethods,andthereforetheresultsareofadescriptivenature.Thestudywasconductedtoinit

5、iatetheacademicdiscourseaboutmarketinginvirtualworlds.Assuch,thepaperbelievesthatitcanactasareasonablestarting-pointforfuturediscussion.PracticalimplicationsThestudysuggeststhattraditionaladvertisinghasnotproventobeaveryeffectivewaytoexploitthespecialcharact

6、eristicsofvirtualworlds.Thereissubstantialpotentialinvirtualworldsfornewandinnovativemarketingmethodsthatarehighlyengagingandtakeadvantageofusersactiveroleinvirtualworlds.Fromthemarketingpointofview,virtualworldscanbeespeciallyusedforconnectingwithcustomers,

7、contributingtocustomerlearning,andgettingcustomerinput.Originality/valueThepaperillustratesthatvirtualworldshavecometooffermarketersnewopportunitiesforengagingtheircustomersintointeractiveandco-productivemarketplaceexchanges.Theyuncoveruntappedpotential,reso

8、urcesandcreativemeansforbuildingcustomerrelationships.KeywordsCustomers,Internetmarketing,NetworkingPapertypeResearchpaperIntroductionTheever-increasingpaceandevermoreubiquitousnatureofsocialmed