scholarly journals Virtual World Affordances: Enhancing Brand Value

1970 ◽  
Vol 1 (2) ◽  
Author(s):  
So Ra Park ◽  
Fiona Fui-Hoon Nah ◽  
David DeWester ◽  
Brenda Eschenbrenner ◽  
Sunran Jeon
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
Virtual Worlds ◽  
Virtual World ◽  
Natural Extension ◽  
Three Dimensional ◽  
Added Value ◽  
Brand Value ◽  
Future Research ◽  
Industry Practice

Virtual worlds are three-dimensional, computer-generated worlds that are a natural extension of the existing Internet. Although many businesses are jumping on the bandwagon to maintain a presence in virtual worlds, there is no well-established knowledge or theory to guide businesses in their involvement in these environments. In this paper, we identify affordances in the virtual worlds that can be used to increase the state of flow experienced in a business virtual site, which in turn may enhance brand equity, or the perceived added value of a brand to customers. We present a conceptual model that can be used to guide future research and industry practice on business implications of the virtual worlds.

scholarly journals Lessons learned from the birth and evolution of the EduFinland virtual community for educators

2012 ◽  
pp. 88-96
Keyword(s):  
Virtual Worlds ◽  
Second Life ◽  
Virtual World ◽  
Three Dimensional ◽  
Virtual Community ◽  
Lessons Learned ◽  
Added Value ◽  
Traditional Classrooms ◽  
The World

Educators around the world are experimenting with the possibilities virtual three dimensional worlds have for education and learning how to use these new environments efficiently. Virtual worlds have the potential to bring some new added value to education and educators can use them to create something that is not possible to do or show in traditional classrooms. Although a lot have been learned about virtual worlds and their potential, a lot more has to be learned before virtual worlds can become an integrated part of education on various levels. The article looks back at the birth and growth of the EduFinland community in the virtual world of Second Life and discusses lessons learned so far during the years of its existence.

Facilitating 3D Virtual World Learning Environments Creation by Non-Technical End Users through Template-Based Virtual World Instantiation

2013 ◽  
Vol 4 (1) ◽  
pp. 32-48 ◽  
Author(s):  
Chang Liu ◽  
Ying Zhong ◽  
Sertac Ozercan ◽  
Qing Zhu
Keyword(s):  
Learning Environments ◽  
Virtual Worlds ◽  
Virtual World ◽  
Three Dimensional ◽  
End Users ◽  
Preliminary Evaluation ◽  
3D Design ◽  
Domain Specific ◽  
Functional Learning ◽  
Preliminary Experimental Data

This paper presents a template-based solution to overcome technical barriers non-technical computer end users face when developing functional learning environments in three-dimensional virtual worlds (3DVW). iVirtualWorld, a prototype of a platform-independent 3DVW creation tool that implements the proposed solution, facilitates 3DVW learning environment creation through semantics-based abstract 3DVW representation and template-based 3DVW instantiation. iVirtualWorld provides a wizard to guide the 3DVW creation process, and hide low-level programming and 3D design details through higher-level abstracts supported by pre-defined templates. Preliminary evaluation of the effectiveness of iVirtualWorld showed positive results. The contribution of this study is threefold: 1) It provides a paradigm for investigating and developing 3DVW building tools from end users’ perspective; 2) It develops a prototype of a 3DVW building tool, which gives educators a framework to easily create educational virtual worlds using domain-specific concepts; 3) It conducts empirical research and collected preliminary experimental data for evaluation.

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.

The Current State and Future Potential of Virtual Worlds

2011 ◽  
pp. 2535-2543
Author(s):  
John M. Artz
Keyword(s):  
Information Technology ◽  
Virtual Worlds ◽  
Second Life ◽  
Virtual World ◽  
Three Dimensional ◽  
Social Implications ◽  
Application Technology ◽  
Current State ◽  
Future Potential

Virtual worlds, while not a new phenomenon, have come to the foreground of information technology in the past few years largely due to the growth of Second Life, a three dimensional, global virtual world that has captured the imagination of millions. This article provides some background on this virtual world phenomenon providing both a history and a classification of virtual world technology. It then focuses on Second Life discussing the application, technology, and social implications. Included in the discussion are some current initiatives such as the open source client and server projects and the implications of those initiatives. Finally, we provide some speculation on the future potential of virtual world technology as an extrapolation of the current trajectory.

Collaborative Work and Learning with Large Amount of Graphical Content in a 3D Virtual World Using Texture Generation Model Built on Stream Processors

2014 ◽  
Vol 5 (2) ◽  
pp. 18-40 ◽  
Author(s):  
Andrey Smorkalov ◽  
Mikhail Fominykh ◽  
Mikhail Morozov
Keyword(s):  
Learning Curve ◽  
Virtual Worlds ◽  
Virtual World ◽  
Collaborative Work ◽  
Three Dimensional ◽  
Generation Model ◽  
Network Resources ◽  
Steep Learning Curve ◽  
Technical Requirements ◽  
Texture Generation

In this paper, the authors address the challenges of applying three-dimensional virtual worlds for collaborative work and learning, such as steep learning curve and the demands for computational and network resources. We developed a texture generation model utilizing stream processors that allows displaying large amount of meaningful content in virtual worlds, reducing the technical requirements and allowing convenient tools that simplify the use of the technology, and therefore, improve the negative learning curve effect. The authors present original methods of generating images and several tools implemented in vAcademia virtual world. A tool called Sticky Notes is presented in detail as an example. In addition, the authors provide the evaluation of the suggested model and the first result of the user evaluation.

A 360-Degree Perspective of Education in 3-D Virtual Worlds

2010 ◽  
pp. 291-309
Author(s):  
Brenda Eschenbrenner ◽  
Fiona Fui-Hoon Nah ◽  
Keng Siau
Keyword(s):  
Collaborative Learning ◽  
Literature Review ◽  
Virtual Worlds ◽  
Real World ◽  
Virtual World ◽  
Educational Experiences ◽  
Three Dimensional ◽  
Educational Opportunities ◽  
Virtual World Environments ◽  
The Impact

Three-dimensional virtual world environments are providing new opportunities to develop engaging, immersive experiences in education. These virtual worlds are unique in that they allow individuals to interact with others through their avatars and with objects in the environment, and can create experiences that are not necessarily possible in the real world. Hence, virtual worlds are presenting opportunities for students to engage in both constructivist and collaborative learning. To assess the impact of the use of virtual worlds on education, a literature review is conducted to identify current applications, benefits being realized, as well as issues faced. Based on the review, educational opportunities in virtual worlds and gaps in meeting pedagogical objectives are discussed. Practical and research implications are also addressed. Virtual worlds are proving to provide unique educational experiences, with its potential only at the cusp of being explored.

Impact of Flow and Brand Equity in 3D Virtual Worlds

2010 ◽  
Vol 21 (3) ◽  
pp. 69-89 ◽  
Author(s):  
Fiona Fui-Hoon Nah ◽  
Brenda Eschenbrenner ◽  
David DeWester ◽  
So Ra Park
Keyword(s):  
Brand Equity ◽  
Virtual Worlds ◽  
Behavioral Intention ◽  
Virtual World ◽  
Theoretical Foundation ◽  
Flow Experience ◽  
3D Virtual Worlds ◽  
3D Virtual World ◽  
The Impact ◽  
The Relationship

This research is a partial test of Park et al.’s (2008) model to assess the impact of flow and brand equity in 3D virtual worlds. It draws on flow theory as its main theoretical foundation to understand and empirically assess the impact of flow on brand equity and behavioral intention in 3D virtual worlds. The findings suggest that the balance of skills and challenges in 3D virtual worlds influences users’ flow experience, which in turn influences brand equity. Brand equity then increases behavioral intention. The authors also found that the impact of flow on behavioral intention in 3D virtual worlds is indirect because the relationship between them is mediated by brand equity. This research highlights the importance of balancing the challenges posed by 3D virtual world branding sites with the users’ skills to maximize their flow experience and brand equity to increase the behavioral intention associated with the brand.

Brand equity, satisfaction, and switching costs

2015 ◽  
Vol 33 (2) ◽  
pp. 164-178 ◽  
Author(s):  
Galina Biedenbach ◽  
Maria Bengtsson ◽  
Agneta Marell
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
Structural Equation ◽  
Switching Costs ◽  
Professional Services ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Four Dimensions ◽  
Marketing Managers

Purpose – The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business (B2B) setting. The study considers the hierarchical effects between brand awareness, brand associations, perceived quality, and brand loyalty. Furthermore, the conceptual model examines the direct effect of switching costs on satisfaction. Design/methodology/approach – Structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. Findings – The findings demonstrate the significant impact of satisfaction and switching costs on brand equity in the B2B setting. Furthermore, the findings show the positive effect of switching costs on satisfaction. Research limitations/implications – The study is conducted in the professional services context. Future research can examine whether the observed effects can be found in other B2B settings and considering various B2B services and industrial goods. Practical implications – The study contributes to marketing managers’ understanding of how marketing actions aimed to increase satisfaction can affect brand equity. Marketing managers are provided with insights and evidence on how switching costs can impact satisfaction and brand equity. Originality/value – The study tests a unique conceptual model focussing on the causal relationships between four dimensions of brand equity, satisfaction and switching costs. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.

Virtual Worlds for Children with Medical Conditions

2013 ◽  
pp. 1-23
Author(s):  
Marina U. Bers ◽  
Kathryn A. Cantrell
Keyword(s):  
Youth Development ◽  
Virtual Worlds ◽  
Virtual World ◽  
Psychosocial Support ◽  
Technological Development ◽  
Three Dimensional ◽  
Virtual Community ◽  
Innovative Technology ◽  
Medical Conditions ◽  
Three Dimensional Objects

This chapter describes an innovative, technology-based intervention for children with critical medical conditions that utilizes the Zora virtual world. Most specifically, the chapter describes two experiences, one with post-transplant pediatric patients and the other with pediatric cancer patients who participated in Zora. The virtual experience was designed to address issues of school transition and medical adherence, while offering psychosocial support in the context of a virtual community of peers. The design of the Zora virtual world is informed by the Positive Technological Development (PTD) framework which was inspired by Positive Youth Development (PYD). In Zora, users can communicate with each other via real-time chat and participate in open-ended guided activities to create a social network of peers. They can also build the personal and public spaces in the virtual city, create interactive characters and write stories for three-dimensional objects.

Yesterday, Today and Tomorrow's Recognition of Industry Applications within Virtual Worlds

2010 ◽  
pp. 132-161
Author(s):  
Caroline M. Crawford ◽  
Marion S. Smith ◽  
Virginia Dickenson
Keyword(s):  
Higher Education ◽  
Distance Learning ◽  
Virtual Worlds ◽  
Virtual World ◽  
Three Dimensional ◽  
Learning Opportunities ◽  
Lessons Learned ◽  
Industry Applications ◽  
Primary Focus ◽  
Case Based

The primary focus of this chapter is to provide an analysis of business and industry case-based implementations of instructional opportunities within the Second Life three-dimensional virtual world environment, so as to delineate distance learning instructional achievements within virtual worlds and engage in a discussion related to potential implications for higher education. This provides the essential link between distance learning imperatives within the business and industry realm through a meta-analysis of industry’s virtual world distance learning case-based projects. This analysis offers a framework through which to emphasize the strengths and weaknesses of distance learning projects from yesterday and today, with implications towards tomorrow’s higher education distance education learning environments within virtual worlds. The framework through which this occurs is a focused presentation of the cases under review, followed by discussions related to: major areas of concern, integral distance activilearning considerations, successes of the business and industry world within virtual worlds; and potential implications for higher education distance learning within virtual worlds. As there is significant interest in the implementation of distance learning opportunities within virtual words displayed by the business and industry realm, there are innumerable “lessons learned” that will benefit higher education as institutions further enhance their distance learning opportunities within three-dimensional virtual world gaming environments.

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