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2017 | 89 | 225-230
Article title

Research potential in virtual worlds. An example of Second Life

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The emergence of virtual worlds made significant influence on companies’ performance. Second Life became a space for various business activities like brand promotion, selling products, education, learning. Increase in use of virtual worlds on the business purposes can be also observed. This article is aimed to give an outlook on the research opportunities in virtual environment on the example of Second Life. In order to achieve the assumed goal, the author employed a literature review. The results show that virtual worlds offer a lot of sources of information’s such as community groups, snapshots, video footages, in-game forums that can be utilize on the research purposes. Researchers can also involve avatars in the surveys. Literature review also offer many suggestions how to conduct business research in special game environment and show differences between virtual and real worlds.
Physical description
  • Faculty of Informatics and Communication, University of Economics in Katowice, Poland
  • [1] Barnes, S., & Mattsson, J. (2008). Brand value in virtual worlds: an axiological approach. Journal of Electronic Commerce Research, 9(3), 195
  • [2] Kaplan, A. M., & Haenlein, M. (2009b). The fairyland of Second Life: Virtual social worlds and how to use them. Business horizons, 52(6), 563-572
  • [3] Kock, N. (2008). E-collaboration and e-commerce in virtual worlds: The potential of Second Life and World of Warcraft. International Journal of e-Collaboration, 4(3), 1-13
  • [4] Koles, B., & Nagy, P. (2012). Virtual customers behind avatars: The relationship between virtual identity and virtual consumption in second life. Journal of theoretical and applied electronic commerce research, 7(2), 87-105
  • [5] Laskowska-Witek, J., & Mitręga, M. (2014). Brand Promotion Throught Computer Games on the Example of Second Life. Studia Ekonomiczne, 205, 34-48
  • [6] MacKenzie, K., Buckby, S., & Irvine, H. (2013). Business research in virtual worlds: possibilities and practicalities. Accounting, Auditing & Accountability Journal, 26(3), 352-373
  • [7] Owens, D., Davis, A., Murphy, J. D., Khazanchi, D., & Zigurs, I. (2009). Real-world opportunities for virtual-world project management. IT Professional Magazine, 11(2), 34
  • [8] Ramanathan, J., & Purani, K. (2014). Brand extension evaluation: real world and virtual world. Journal of Product & Brand Management, 23(7), p. 504-515
  • [9] endra Sharma, G., Baoku, L., & Lijuan, W. (2012). Online marketing in second life virtual world. Asian Journal of Marketing, 6(1), 10-15
  • [10] Sharma, G., Qiang, Y., Wenjun, S., & Qi, L. (2013). Communication in virtual world: Second life and business opportunities. Information Systems Frontiers, 15(4), 677-694
  • [11] Shelton, A. K. (2010). Defining the lines between virtual and real world purchases: Second Life sells, but who’s buying? Computers in Human Behavior, 26(6), 1223-1227
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