Marketing Strategies in Virtual Worlds

Tsz Wai Lui*, Gabriele Piccoli, Blake Ives

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

51 Citations (Scopus)

Abstract

More and more businesses are selling products and providing services through multiple channels. 3D virtual worlds are emerging to be one of the channels for companies to communicate with their customers. Being able to simulate similar experiences as customers have in real stores, virtual worlds are able to enhance product knowledge, attitude and purchase intention of customers. However, not all product attributes are able to be experienced virtually because not all kinds of senses (e.g. taste) can be digitzed and presented through a virtual reality interface. Applying theory of cognitive fit and media richness theory, we propose the products attributes that can be experienced virtually with the current technologies. These product attributes and their moderating effects on the relationships between virtual reality and product knowledge, attitude and purchase intention should be studied further so that companies can make decides on the investment in their presence in virtual worlds and the marketing strategies most appropriate for their products.

Original languageEnglish
Pages (from-to)77-80
Number of pages4
JournalData Base for Advances in Information Systems
Volume38
Issue number4
DOIs
Publication statusPublished - 2007 Oct 28
Externally publishedYes

Keywords

  • Marketing Strategy
  • Media Richness Theory
  • Product Attributes
  • Theory of Cognitive Fit
  • Virtual Worlds

ASJC Scopus subject areas

  • Management Information Systems
  • Computer Networks and Communications

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