Segmenting Brand Value Perceptions of Consumers in Virtual Worlds

2013 ◽  
pp. 1-11 ◽  
Author(s):  
Stuart J. Barnes ◽  
Jan Mattsson
Keyword(s):  
Virtual Worlds ◽  
Second Life ◽  
Real Life ◽  
Measurement Instrument ◽  
Brand Value ◽  
Value Perceptions ◽  
Modeling Techniques ◽  
Electronic Marketing

Virtual worlds are emerging as a promising new channel for electronic marketing and brand-related activities. However, like Second Life. This paper examines the spectrum of perceptions of consumers of four major real-life brands (Armani, Dell, Mercedes and Hublot) that have established operations in Second Life. A survey was conducted using an avatar survey bot (n=1,039). Using the FIMIX-PLS procedure (Ringle et al., 2009), an axiological measurement instrument for brand value and formative modeling techniques, the authors identify segments of consumers with different perceptions of value for each brand. The analysis shows a clear difficulty in establishing ‘emotional’ rapport with consumers in Second Life.

Segmenting Brand Value Perceptions of Consumers in Virtual Worlds

2011 ◽  
Vol 1 (1) ◽  
pp. 1-11 ◽  
Author(s):  
Stuart J. Barnes ◽  
Jan Mattsson
Keyword(s):  
Virtual Worlds ◽  
Second Life ◽  
Real Life ◽  
Measurement Instrument ◽  
Brand Value ◽  
Value Perceptions ◽  
Modeling Techniques ◽  
Electronic Marketing

Virtual worlds are emerging as a promising new channel for electronic marketing and brand-related activities. However, like Second Life. This paper examines the spectrum of perceptions of consumers of four major real-life brands (Armani, Dell, Mercedes and Hublot) that have established operations in Second Life. A survey was conducted using an avatar survey bot (n=1,039). Using the FIMIX-PLS procedure (Ringle et al., 2009), an axiological measurement instrument for brand value and formative modeling techniques, the authors identify segments of consumers with different perceptions of value for each brand. The analysis shows a clear difficulty in establishing ‘emotional’ rapport with consumers in Second Life.

What’s In It for Me?

2013 ◽  
pp. 91-109 ◽  
Author(s):  
Esther Grassian ◽  
Rhonda Trueman
Keyword(s):  
Professional Development ◽  
Virtual Reality ◽  
Information Sharing ◽  
Virtual Worlds ◽  
Second Life ◽  
Low Cost ◽  
Real Life ◽  
Peer To Peer ◽  
Knowledge Innovation ◽  
3D Virtual World

Virtual worlds offer synchronous (simultaneous) real life participation through virtual reality, combining the two to provide convenient and low-cost options for librarians’ professional development. This chapter explores the use of virtual worlds for meetings, training, conferences, discussions, mentoring, networking, and peer-to-peer information sharing, with a focus on the 3D virtual world of Second Life. Definitions of “professional development” and “virtual worlds” precede discussion of the issues surrounding the use of this type of environment for a variety of training events and activities to support and encourage ongoing expansion of knowledge, innovation, and creativity among librarians. This chapter also includes information about planning and implementing professional development sessions in this arena, along with information on effective methods for publicizing these activities for parties interested in using virtual worlds for professional development. For those interested in attending professional development opportunities in virtual worlds, the chapter provides information on how to discover and choose useful activities and events in virtual worlds.

The Added Value of 3D World in Professional, Educational, and Individual Dynamics

2017 ◽  
pp. 275-297
Author(s):  
Ivonne Citarella
Keyword(s):  
Virtual Worlds ◽  
Second Life ◽  
Virtual World ◽  
Real Life ◽  
Added Value ◽  
Economic Opportunities ◽  
Fantasy World

The author focused her studies on the series of professional competences which have grown within virtual worlds, and which have been made possible thanks to two main peculiarities: the highly intuitive software and playfulness gaming. The research allowed to classify the various professions born within the Second Life virtual world, these have allowed also to become a viable economic opportunities in real life. In parallel with the observations on the dimension of “work” within Second Life, the author gave also attention to the relational and educational dynamics. The author decided to enact her sociological and didactical experiment in the occasion of the event Salerno in Fantasy, a yearly convention dedicated to the Fantasy world.

Virtual Worlds

2011 ◽  
pp. 125-137
Author(s):  
Lea Kuznik
Keyword(s):  
Virtual Worlds ◽  
Second Life ◽  
Educational Games ◽  
Real Life ◽  
Learning And Teaching ◽  
Collective Experience ◽  
Sensory Activities ◽  
Games And Simulations ◽  
Life Education ◽  
Educational Field

Virtual worlds for adults (e.g. Second Life), youth (e.g. Habbo) and children (e.g. Whyville) have a great potential for learning and teaching practices for enriching wider public and engendering collective experience and collaboration. Informal learning environments such as educational virtual worlds offer children and adults various intellectual and sensory activities or »crystallized« experiences with reinforcing multiple intelligences, according to Gardner. Virtual worlds promote social interaction and offer visitors an opportunity for various interactive activities which can sometimes not be realized in real life education. Children and adults can explore and learn in a different way and from a different perspective, e.g. with educational games and simulations. Virtual worlds represent a new medium that allows people to connect in new virtual ways and offer new challenges in the educational field.

Applied Training in Virtual Environments

2011 ◽  
pp. 928-940
Author(s):  
Ken Hudson
Keyword(s):  
Virtual Environments ◽  
Virtual Worlds ◽  
Second Life ◽  
Real Life ◽  
Border Crossing ◽  
Corporate Education ◽  
Training Experience ◽  
Training Environment ◽  
Training Project ◽  
Carry Over

Virtual worlds hold enormous promise for corporate education and training. From distributed collaboration that facilitates participation at a distance, to allowing trainees to experience dangerous situations first-hand without threat to personal safety, virtual worlds are a solution that offers benefits for a multitude of applications. While related to videogames, virtual worlds have different parameters of interaction that make them useful for specific location or open-ended instructional exchanges. Research suggests that participants identify quickly with roles and situations they encounter in virtual environments, that they experience virtual interactions as real events, and that those experiences carry over into real life. This paper will evaluate the attributes of a successful applied training project, the Canadian border simulation at Loyalist College, conducted in the virtual world Second Life. This simulated border crossing is used to teach port of entry interview skills to students at the college, whose test scores, engagement level, and motivation have increased substantially by utilizing this training environment. The positive results of this training experience led the Canadian Border Services Agency (CBSA) to pilot the border environment for agency recruits, with comparable results. By analyzing the various elements of this simulation, and examining the process with which it was used in the classroom, a set of best practices emerge that have wide applicability to corporate training.

Eidsvoll 1814

2011 ◽  
Vol 3 (4) ◽  
pp. 1-14 ◽  
Author(s):  
Ekaterina Prasolova-Forland ◽  
Ole Ørjan Hov
Keyword(s):  
Virtual Environments ◽  
Virtual Worlds ◽  
Second Life ◽  
Real Life ◽  
Critical Discussion ◽  
Practical Reasons ◽  
Historical Building ◽  
Constituent Assembly ◽  
Future Work

3D Collaborative Virtual Environments (CVEs) or virtual worlds have been widely used in educational settings for the purposes of simulation and demonstration of scientific concepts, art and historical events that for practical reasons may be complicated in real-life classrooms. This paper describes an experience of recreating a central event in Norwegian history, adoption of Norwegian constitution at Eidsvoll in 1814, in the virtual world of Second Life. The historical building where this event took place was reconstructed and used as a part of an online history course where Norwegian students residing all over the world could meet at Virtual Eidsvoll, play the role of the members of the Constituent Assembly and pass the constitution. Following the description of the experience with the Virtual Eidsvoll project, the authors conclude with a critical discussion of using 3D CVEs for history education, outlining directions for future work.

scholarly journals Exploring Intrinsic Gender Identity Using Second Life

2016 ◽  
Vol 9 (2) ◽  
Author(s):  
Barbara Maria Mitra ◽  
Paul Golz
Keyword(s):  
Mixed Methods ◽  
Gender Identity ◽  
Focus Groups ◽  
Virtual Worlds ◽  
Second Life ◽  
Mixed Methods Research ◽  
Real Life ◽  
Virtual Space ◽  
Novice Users ◽  
Gender Specific

Virtual worlds (VWs) provide an environment to understand and explore notions of gender and identity, particularly given the ability for users to experiment with gender in online worlds. Our study analyses gender identity using the virtual space of Second Life (SL) to explore experiences and responses to gender in an avatar. We introduced 46 novice users to the VW of SL in order to see if real life gender influenced their choices of avatar. Participants selected the gender of their original avatar and once they were used to SL, they were then asked to change the gender of that avatar. We used mixed methods research consisting of paper based questionnaires (n=34) and focus groups (n=46) conducted in SL. Nearly all participants chose an initial avatar that reflected their real-life gender with females (n=22) reporting higher levels of identification with this initial avatar. Females were significantly more concerned with the gender-specific appearance of their initial avatar. On swapping gender, females reported higher levels of discomfort and many changed back before 7 minutes. Males (n=24) did not report significant discomfort with their changed-gender avatar and did not revert back to their original avatar as quickly. Our findings suggest that female participants in this study tended to reinforce gender binaries through such things as clothing, hairstyles and behaviors of their avatars. Male participants were less likely to experience discomfort through changing the gender of their avatar (with the males noting they still perceived an avatar with a female appearance as male).

scholarly journals 3D Interactions between Virtual Worlds and Real Life in an E-Learning Community

2011 ◽  
Vol 2011 ◽  
pp. 1-11 ◽  
Author(s):  
Ulrike Lucke ◽  
Raphael Zender
Keyword(s):  
Learning Community ◽  
Virtual Worlds ◽  
Real World ◽  
Second Life ◽  
Virtual World ◽  
Real Life ◽  
Face To Face ◽  
Learning Platform ◽  
E Learning ◽  
Learning Scenarios

Virtual worlds became an appealing and fascinating component of today's internet. In particular, the number of educational providers that see a potential for E-Learning in such new platforms increases. Unfortunately, most of the environments and processes implemented up to now do not exceed a virtual modelling of real-world scenarios. In particular, this paper shows that Second Life can be more than just another learning platform. A flexible and bidirectional link between the reality and the virtual world enables synchronous and seamless interaction between users and devices across both worlds. The primary advantages of this interconnection are a spatial extension of face-to-face and online learning scenarios and a closer relationship between virtual learners and the real world.

scholarly journals Virtual Worlds Come Of Age

2010 ◽  
Vol 3 (3) ◽  
Author(s):  
Stuart Barnes
Keyword(s):  
Virtual Worlds ◽  
Real World ◽  
Second Life ◽  
Virtual Communities ◽  
Real Life ◽  
Channel Activity ◽  
Brand Building ◽  
Successful Case ◽  
Media Hype

Virtual worlds have been purported to provide a fertile bed for marketing and brand-building for real-life companies. In Second Life, for example, there was a flurry of media hype and activity by companies in the period from 2007-2008. Several years on, however, the reality is that most of the big name brands have pulled out of Second Life. One of the reasons for this is the poor level of value generated for customers by the virtual brand experience, poor interactivity, a lack of brand and channel fit, and inadequate understanding of virtual communities. Recently, a new form of more targeted brand offerings has emerged. Branded virtual worlds, many of which are targeted at the youth segment, are growing rapidly. Many of these worlds attempt to bridge the gap between the real and virtual worlds, including advertising and real-world tie-ins, as well as subscriptions and digital micro-transactions. This paper examines one such virtual world, buildabearville.com, and its real-world counterpart, Build-a-Bear Workshop. This successful case study has become increasingly important in driving revenues and cross-channel activity for the company. The paper rounds off with conclusions and implications for practice in this very new area of investigation.

scholarly journals Knee-High Boots and Six-Pack Abs: Autoethnographic Reflections on Gender and Technology in Second Life

2009 ◽  
Vol 1 (3) ◽  
Author(s):  
Delia Dumitrica ◽  
Georgia Gaden
Keyword(s):  
Virtual Worlds ◽  
Second Life ◽  
Virtual World ◽  
Real Life ◽  
Gender And Technology ◽  
The Social ◽  
Performance Of Gender ◽  
And Performance ◽  
Visual Element ◽  
Situated Perspective

In this paper, we explore the experience and performance of gender online in Second Life, currently one of the most popular virtual world platforms. Based on two collaborative autoethnographic projects, we propose that gender has to be explored at the intersection between our own situated perspective and the vision embedded in the social and technical infrastructure of the virtual world. For us, the visual element of a 3D world further frames the representation and performance of gender, while technical skill becomes a crucial factor in constructing our ability to play with this performance. As we recollect and interrogate our own experiences in SL, we argue that the relation between gender and virtual worlds is a complex and multifaceted one, proposing our positioned account of experiencing this relation. It is critical, we suggest, that studies of mediated experience in virtual worlds take into account the position of the researcher in ‘real’ life (IRL) as well as the dominant discourses of the environment they are immersed in. In this we must also be critical, of ourselves, our assumptions, as well as the environment itself.

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