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Virtual worlds as a medium for advertising: a research agenda

Barnes, Stuart J. (2007) Virtual worlds as a medium for advertising: a research agenda. Advances in Information Systems, 38 (4). pp. 45-55. (doi:10.1145/1314234.1314244) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1145/1314234.1314244

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.

Item Type: Article
DOI/Identification number: 10.1145/1314234.1314244
Subjects: H Social Sciences
H Social Sciences > HA Statistics > HA33 Management Science
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Management Science
Depositing User: Cathy Norman
Date Deposited: 18 Jul 2013 11:16 UTC
Last Modified: 29 May 2019 10:25 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/34739 (The current URI for this page, for reference purposes)
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