Avatar or Flesh and Blood? Marketing in the Age of the Second Self
Business in Virtual Worlds, Second Life | (0)
As people increasingly turn to virtual worlds to create identities, it becomes increasingly difficult for marketers to determine who it is they need to market their products: an avatar, or the person behind the avatar?
An article at iMedia Connection, a site that connects marketers, tries to find answers to this marketing dilemma where consumers exert an unprecedented amount of control over their identities and self-expression by looking at WeeWorld and Second Life.
After studying WeeWorld, the authors have discovered that most people (mostly younger people) tend to replicate their real selves online. In Second Life, though, character duping is common, and ...