Consumer Use and Business Potential of Virtual Worlds: The Case of “Second Life”

  title={Consumer Use and Business Potential of Virtual Worlds: The Case of “Second Life”},
  author={Andreas M. Kaplan and Michael Haenlein},
  journal={International Journal on Media Management},
  pages={101 - 93}
  • A. Kaplan, M. Haenlein
  • Published 10 November 2009
  • Computer Science
  • International Journal on Media Management
Abstract Several months ago, the virtual social world “Second Life” (SL) received considerable interest in both the popular and business press. Based on a series of 29 qualitative, in-depth interviews, this article investigates what types of behaviors consumers show within this environment and what business opportunities it offers for companies. The results indicate that users do not consider SL as a mere computer game but as an extension of their real lives. This has implications for how… 
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