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Volume 1, Number 2 (2008):
Consumer Behavior
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The editorial team for this issue includes: Natalie Wood, Saint Joseph’s University, Philadelphia With so many people making the virtual leap many marketers are eager to join them and stake their claim in this new landscape. Unfortunately for many their efforts have failed to live up to expectations and they have since withdrawn.
So what, do we need to do differently in virtual worlds than we do in the real world in order to achieve success? In this issue we aim to stimulate dialogue by exploring what, if any, differences exist between real world and virtual world consumer behavior.
Topics addressed include body image, virtual goods and brand value. |
Issue Editor′s Corner
Natalie Wood
Peer Reviewed Research Papers
Consuming Code: Use-Value, Exchange-Value, and the Role of Virtual Goods in Second Life
Jennifer Martin
Virtual World Affordances: Enhancing Brand Value
So Ra Park, Fiona Fui-Hoon Nah, David DeWester, Brenda Eschenbrenner, Sunran Jeon
On the Relationship between My Avatar and Myself
Paul R Messinger, Xin Ge, Eleni Stroulia, Kelly Lyons, Kristen Smirnov, Michael Bone
The Social Construction of Virtual Reality and the Stigmatized Identity of the Newbie
Robert E. Boostrom, Jr.
The “New” Virtual Consumer: Exploring the Experiences of New Users
Lyle R Wetsch
Research Papers
Ugly Duckling by Day, Super Model by Night: The Influence of Body Image on the Use of Virtual Worlds
Enrique Becerra, Mary Ann Stutts
Handan Vicdan, Ebru Ulusoy
Demographics of Virtual Worlds
Jeremiah Spence
“Think pieces”
Surveillance, Consumers, and Virtual Worlds
Douglas R Dechow
Michel Maffesoli
Having But Not Holding: Consumerism & Commodification in Second Life
Lori Landay
Yohan Launay, Nicolas Mas
Virtual Worlds Research: Global X Local Agendas
Gilson Schwartz
Real Virtual Worlds SOS (State of Standards) Q3-2008
Yesha Sivan