- 1、本文档共25页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
《Exploring virtual worlds_success factors in virtual world marketing》.pdf
The current issue and full text archive of this journal is available at
/0025-1747.htm
Exploring virtual worlds: success Exploring virtual
worlds
factors in virtual world marketing
Henrikki Tikkanen, Joel Hietanen, Tuomas Henttonen and
Joonas Rokka 1357
Helsinki School of Economics, Helsinki, Finland
Received October 2008
Revised February 2009
Accepted March 2009
Abstract
Purpose – Drawing from recent work on online social networking and communities of consumption,
the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and
success of marketing in virtual worlds.
Design/methodology/approach – An empirical study was conducted employing netnographic
evidence from three different virtual worlds and related user-generated blog discussions.
Findings – The findings suggest mechanisms which enable virtual worlds to gain and maintain the
interest of their users and therefore underlie successful marketer practices.
Research limitations/implications – This is an exploratory study based on qualitative and
ethnographic online research methods, and therefore the results are of a descriptive nature. The study
was conducted to initiate the academic discourse about marketing in virtu
您可能关注的文档
- 《B2B_Content_Marketing_2016》.pdf
- 《BEC中级--口语课程电子版教材 缩短版 向》.doc
- 《BEC中级--阅读课程电子版教材》.doc
- 《Block Copolymer Nanotubes Derived fromSelf-Assembly》.pdf
- 《BMA258 week 4 Relationship Marketing》.ppt
- 《Brand in the hand A cross-market investigation of consumer acceptance of mobile marketing》.pdf
- 《British marketing enterprise The changing roles of merchants》.pdf
- 《Building Brand Equity through Corporate Societal Marketing》.pdf
- 《C2.2电路板(PCB)制作工艺》.ppt
- 《Carbon nanotubes and nanotube composites for nonlinear optical devices》.pdf
文档评论(0)