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Abstract
Several months ago, the virtual social world “Second Life” (SL) received considerable interest in both the popular and business press. Based on a series of 29 qualitative, in-depth interviews, this article investigates what types of behaviors consumers show within this environment and what business opportunities it offers for companies. The results indicate that users do not consider SL as a mere computer game but as an extension of their real lives. This has implications for how marketing managers can use this online application that go beyond those known from traditional computer or online games.
Notes
1. To preserve anonymity of our informants, we replaced their Second Life avatar names with pseudonyms.
2. For more details about how businesses should behave in virtual worlds, the interested reader is referred to CitationKaplan and Haenlein (2009).