Exploring real-brand meanings and goods in virtual-world social interaction: Enhanced rewards, rarity, and realism

Abstract

In virtual worlds, real-life brands develop co-created meanings in social interaction involving users, platform, and marketers. Whilst research has focused on brands advertised in online venues, marketers are challenged to know how users experience brands socially and interactively in virtual worlds, and potential outcomes of those experiences. This article explores meanings of brands and branded virtual goods through user interviews from one virtual world with brands integrated into social interaction. Findings suggest positive orientations as brands aid sociability, status, and achievement. Interactions connect with avatar identity displays and social roles, enabled by platform and realism from real-brand presence. Manifestations extend beyond the virtual world, and seem understood as marketer tactics. Inserted brands appear to impact user experiences with enhanced rewards, rarity, and realism.

Keywords:

• virtual worlds
• brands
• virtual goods
• symbolic interactionism
• interviews
• ethnography

Acknowledgements

The author appreciates the insights of Virtual MTV users who participated in this research, as well as anonymous reviewers who provided helpful comments.

Additional information

Notes on contributors

Sara Steffes Hansen

Sara Steffes Hansen, PhD (University of Wisconsin), MBA (University of Colorado–Denver), is an assistant professor of strategic communication at the University of Wisconsin Oshkosh. She teaches advertising, public relations, and new media courses for the Department of Journalism and the College of Business’ Interactive Web Management degree. Her research focuses on strategic communication in interactive media, with emphasis on consumer engagement with marketing campaigns via social media. Her research has appeared in the Journal of Marketing Communications, Journal of Interactive Advertising, and Web Journal of Mass Communication Research. Her study of engagement advertising in social network games appeared in Social Media and Strategic Communications (Palgrave Macmillan). She previously worked as a manager, director, and consultant in public relations and marketing for Fortune 500 and high-tech companies, including Kinder Morgan, Inc., CIBER, Inc., and J.D. Edwards (now part of Oracle Corp.).