《Exploring virtual worlds_success factors in virtual world marketing》.pdf

《Exploring virtual worlds_success factors in virtual world marketing》.pdf

  1. 1、本文档共25页,可阅读全部内容。
  2. 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. 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. 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

文档评论(0)

wgvi + 关注
实名认证
内容提供者

该用户很懒,什么也没介绍

1亿VIP精品文档

相关文档