Purpose
This dissertation analyses whether Second Life, as an emerging interactive
online environment, provides marketers with the scope to establish
interwoven relationships to network constituents, and highlights the
importance and benefits arising from enabling technologies to business
marketing operations.
Design / Methodology / Approach
The correlation to previous work was critically addressed with a focal point
set on relationship, and e-marketing approaches and strategies, whilst
highlighting the potential of an utilisation of virtual worlds / communities.
The methodological approach was of an inductive philosophy by
gathering information about Second Life from a corporate and an
individual point of view. This took the form of a self-administered Internetmediated questionnaire, a semi-structured telephone interview and a
participant observation.
Findings
Through a conceptual analysis of the virtual community of Second Life in
terms of exploring reasons for participation and benefits received from an
immersion into Second Life, the research study indicated that corporate
involvement in this innovative environment can offer marketers with
opportunities to establish relationships to existing and potential network
constituents.
Research Limitations / Implications
This marketing research study identified limitations due to its topical nature,
as the number of research publications is limited with regards to the
momentum of Second Life’s innovative virtual 3-D environment and hence,
research in this arena is only just emerging and has not been empirically
tested. The evolving virtual world environment along with the possible
necessity for marketers to both establish a presence and demonstrate
innovative marketing approaches to capture a tech-savvy audience,
identify the implications for this dissertation.
Table of Contents
1. Introduction
Chapter I
2. Literature Review
2.1 The Role of the Internet for E-businesses & Marketers
2.1.1 Opportunities & Advantages of Enabling Technologies
2.1.1.1 Interactivity
2.1.1.2 Intelligence
2.1.1.3 Individualisation
2.1.1.4 Integration
2.1.1.5 Industry Restructuring
2.1.1.6 Independence of Location
2.1.2 Challenges & Disadvantages of Enabling Technologies
2.2 E-Marketing Strategy & E-Marketing Mix
2.2.1 Product
2.2.2 Price
2.2.3 Place
2.2.4 Promotion
2.2.5 People
2.2.6 Physical Evidence
2.2.7 Process
2.2.8 Partnership
2.3 Relationship Marketing
2.3.1 Online Relationship Marketing
2.4 Technological Innovation & First-Mover Advantage
2.5 Sustainable Competitive Advantage
2.6 Online Consumer Behaviour in the Networked Economy
2.7 Social Networks & Virtual Online Communities
2.7.1 Social Networks
2.7.2 Virtual Online Communities
2.7.2.1 User-generated Content & Consumer Empowerment
2.7.2.2 Involvement
2.7.2.3 Value Creation & Transfer
2.8 Literature Review Résumé
Chapter II
3. Methodology
3.1 Marketing Research Problem Definition
3.2 Marketing Research Approach & Research Strategy
3.3 Marketing Research Design
3.4 Marketing Research Methods & Techniques
3.4.1 Secondary Research Methods
3.4.2 Primary Research Methods
3.4.2.1 Semi-Structured Telephone Interview
3.4.2.2 Participant Observation
3.4.2.3 Self-Administered Internet-Mediated Questionnaire
3.4.2.3.1 Question Design
3.5 Sampling
3.6 Marketing Research Ethics
3.7 Marketing Research Limitation
Chapter III
4. Second Life
4.1 Linden Research Inc.
4.2 Second Life Population & Demographics
4.3 Opportunities
4.4 Challenges
Chapter IV
5. Key Findings & Analysis
5.1 Demographics & Characteristics of Participants
5.1.1 Occupational Characteristics
5.1.2 Premium & Non-Premium Profile Characteristics
5.1.3 Internet Utilisation & Primary Purpose
5.1.4 Virtual Worlds & Gaming
5.1.5 Corporate Arena
5.2 Motivation Characteristics
5.2.1 Awareness Initiation
5.2.2 Motivation Rationale
5.2.3 Membership Variances Amongst Avatars
5.2.4 Corporate Motivations
5.2.4.1 First-Mover Advantage
5.2.4.2 Interactive Communication Dimension
5.3 Participation Characteristics
5.3.1 Participation in Activities
5.3.2 Interactive Dimension
5.3.3 User-generated Content Generation
5.3.4 Engagement with Businesses
5.4 Benefit & Relationship Development Characteristics
5.4.1 Benefits Received from Business Presences
5.4.2 Real Life Nexus
5.4.3 Benefit for Businesses & Relationship Dimension
5.5 Key Findings & Analysis Résumé
Chapter V
6. Discussion & Areas of Further Research
7. Conclusion
8. References
9. Bibliographies
10. Appendices
I. Appendix A: Examples of Online Communities
II. Appendix B: Questionnaire Outline
III. Appendix C: Ethical Approval Form – Human Research Projects
Research Objectives and Themes
This dissertation investigates whether Second Life, as an emerging interactive online environment, offers marketers the potential to establish interwoven relationships with network constituents, while examining the motivations for both individuals and companies to establish a presence in this space.
- The impact of enabling technologies on modern marketing strategies and the marketing mix.
- The role of relationship marketing and online social networks in a networked economy.
- Individual and corporate motivations for participation in virtual worlds like Second Life.
- The effectiveness of Second Life as a platform for interactive communication and relationship building.
- The challenges and opportunities for brands operating in user-generated virtual environments.
Excerpt from the Book
2.1.1.1 Interactivity
As the customer and other stakeholders proactively initiate the contact, companies can provide the individual with an adequate information supply “without human interventions” (Sheth and Sharma, 2005, p.612) because the customer is in control (Bickerton et al., 2001). Furthermore, individual needs and wants of the customer “can be addressed and taken into account in future dialogues” (Chaffey et al., 2003, p.29) by encouraging a two-way communications loop. Interactivity in terms of generating content (Figure 3), e.g. submitting comments on companies newsgroups or virtual online networks, may enhance customer experience and enable customers and stakeholders to provide content to the media environment instead of purely receiving content (Hoffman and Novak, 1997, cited in ibid).
Interactivity may therefore be of vital importance as it offers the customer an interesting and constantly changing basis for their Internet experience, participation and curiosity.
Summary of Chapters
1. Introduction: Outlines the shift from transactional to relationship-focused marketing driven by the Internet and introduces the research focus on Second Life as a virtual marketspace.
2. Literature Review: Provides a theoretical foundation covering enabling technologies, the e-marketing mix, relationship marketing, and the emergence of virtual online communities.
3. Methodology: Details the research design, including the use of an inductive approach, semi-structured interviews, participant observation, and Internet-mediated questionnaires to gather qualitative and quantitative data.
4. Second Life: Explores the environment of Second Life, its population demographics, and the various opportunities and challenges it presents for both individual users and corporations.
5. Key Findings & Analysis: Evaluates the research data, focusing on participant demographics, motivation for entry, participation behaviors, and perceived benefits for companies and users.
6. Discussion & Areas of Further Research: Synthesizes the findings, discussing the strategic implications for marketers and suggesting directions for future academic studies in this field.
7. Conclusion: Summarizes the research, confirming that Second Life offers a viable but complex environment for relationship marketing, provided companies add value rather than just commercialism.
Keywords
Second Life, Relationship Marketing, E-Marketing, Virtual Communities, User-generated Content, Interactivity, Individualisation, Digital Technology, Competitive Advantage, Online Consumer Behaviour, Social Networks, Networked Economy, Virtual Marketspace, Marketing Mix, First-Mover Advantage
Frequently Asked Questions
What is the core focus of this research?
The dissertation examines whether Second Life functions as an effective environment for marketers to build interwoven relationships with customers through interactive, technology-enabled experiences.
What are the primary themes discussed?
The work covers the evolution of marketing strategies in the digital age, the role of virtual communities, consumer behavior in the networked economy, and the specific dynamics of corporate involvement in 3-D virtual worlds.
What is the main research question?
The research asks if Second Life, as an emerging socially interactive 3-D online environment, provides marketers with the scope to establish interwoven relationships with network constituents.
What scientific methodology was applied?
The study uses an inductive, interpretivistic research approach, employing a triangulation of primary and secondary research methods, including semi-structured interviews, participant observation, and a self-administered Internet-mediated questionnaire.
What is covered in the main body of the work?
The main body reviews existing literature on digital marketing, details the research methodology, provides an overview of the Second Life environment, and presents an in-depth analysis of survey and interview findings regarding participant motivations and benefits.
Which keywords characterize this dissertation?
Key concepts include Second Life, relationship marketing, virtual communities, user-generated content, interactivity, and competitive advantage.
Why is the "first-mover advantage" significant for companies in Second Life?
The research highlights that establishing an early presence allows companies to target innovators and early adopters, potentially securing a sustainable competitive advantage as the virtual market matures.
How do avatars perceive corporate presence in Second Life?
Opinions are bidirectional; while some appreciate the increased choices and community building, others are averse to "parasitic" commercialism, preferring that businesses contribute authentic value to the community.
- Quote paper
- MSc International Marketing Strategy Benjamin Bach (Author), 2007, Virtual online worlds - Enabling technologies to establish interwoven relationships to network constituents in an emerging virtual marketspace, Munich, GRIN Verlag, https://www.grin.com/document/113517
