JVWR Newsletter

JVWR updates and newsletter.

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JVWR Previous Issues

Vol. 1, Issue 1 - Virtual Worlds Research: Past, Present & Future

   Editor:

  • Jeremiah Spence, University of Texas at Austin, USA

 

Vol. 1, Issue 2 - Consumer Behavior in Virtual Worlds

   Guest Editors:

  • Natalie Wood, Saint Joseph′s University, USA
  • Caja Thimm, University of Bonn, Germany

 

Vol. 1, Issue 3 - Cultures of Virtual Worlds

   Guest Editors:

  • Mia Consalvo, Ohio University, USA
  • Mark Bell, Indiana University, USA

 

Vol. 2, Issue 1 - Pedagogy, Education and Innovation in Virtual Worlds

   Guest Editors:

  • Leslie Jarmon, University of Texas at Austin, USA
  • Kenneth Y.T. Lim, Nanyang Technology University, Singapore
  • B. Stephen Carpenter, II, Texas A&M University, USA

 

Vol. 2, Issue 2 - 3D Virtual Worlds for Health and Healthcare

   Guest Editors:

  • Maged M. Kamel Boulos, University of Plymoth, UK
  • Susan Toth-Cohen, Thomas Jefferson University, USA
  • Simon Bignell, University of Derby, UK

 

Vol. 2, Issue 3 - Technology, Economy and Standards in Virtual Worlds

  Guest Editors:

  • Yesha Y. Sivan, Shenkar College & Metaverse Labs, Israel
  • Jean H.A. Gellissen, Philips Research, Netherlands
  • Robert Bloomfield, Cornell University, USA

 

Vol. 2, Issue 4 - Virtual Economies, Virtual Goods and Service Delivery in Virtual Worlds

  Guest Editors:

  • Mandy Salomon, Smart Services CRC, Australia
  • Serge Soudoplatoff, ESCP-EAP / Hetic, France

 

Creative Commons License

CrossRef Member

Virtual World Affordances: Enhancing Brand Value

So Ra Park, Fiona Fui-Hoon Nah, David DeWester, Brenda Eschenbrenner, Sunran Jeon

 

Abstract

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.

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