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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) (KAR id:34739)

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.

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: Catherine 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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