Publication Type
Journal Article
Version
publishedVersion
Publication Date
11-2008
Abstract
Virtual worlds are three-dimensional, computer-generated worlds that are a natural extension of the existing Internet. Although many businesses are jumping on the bandwagon to maintain a presence in virtual worlds, there is no well-established knowledge or theory to guide businesses in their involvement in these environments. In this paper, we identify affordances in the virtual worlds that can be used to increase the state of flow experienced in a business virtual site, which in turn may enhance brand equity, or the perceived added value of a brand to customers. We present a conceptual model that can be used to guide future research and industry practice on business implications of the virtual worlds.
Keywords
Virtual worlds, affordances, brand value, brand equity, flow
Discipline
Databases and Information Systems
Research Areas
Information Systems and Management
Areas of Excellence
Digital transformation
Publication
Journal of Virtual Worlds Research
Volume
1
Issue
2
First Page
1
Last Page
18
ISSN
1941-8477
Citation
PARK, S.; NAH, Fiona Fui-hoon; DEWESTER, D.; ESCHENBRENNER, B.; and JEON, S..
Virtual world affordances: Enhancing brand value. (2008). Journal of Virtual Worlds Research. 1, (2), 1-18.
Available at: https://ink.library.smu.edu.sg/sis_research/9518
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.