Consumer profiles in reality vs fantasy‐based virtual worlds: implications for brand entry

@inproceedings{Melancon2011ConsumerPI,
  title={Consumer profiles in reality vs fantasy‐based virtual worlds: implications for brand entry},
  author={Joanna Phillips Melancon},
  year={2011}
}
Purpose – Virtual environments (VEs) are computer‐based, three‐dimensional virtual worlds where users create avatars and interact socially and competitively within the environment. Users spend millions of dollars every year consuming items for their avatars. Marketers have begun offering branded items in these communities with mixed results. The purpose of this paper is to examine motivational, usage, and demographic differences in VEs across two popular VE types: reality and fantasy‐based… CONTINUE READING