Advocating Avatars: The Salesperson in Second Life

Berthon, Pierre; Pitt, Leyland; Halvorson, Wade; Ewing, Michael Thomas; Crittenden, Victoria L.

doi:10.2753/pss0885-3134300301

Cited by 24 publications

(19 citation statements)

References 3 publications

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“…The Avatar. Avatar appearance reflects a rational choice to represent oneself in a virtual manner, one degree of the manifestation of self-concept in VWs (Berthon et al, 2010).…”

Section: Quadrant Iii: Virtual Worldsmentioning

confidence: 99%

Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology

Cowan

Ketron

2019

EJM

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Virtual reality (VR) is of increasing interest to marketers because it can be used to explore and proactively shape long-term futures, co-create value with consumers, and foster consumer-brand engagement. Yet, to date, the field lacks a cohesive framework for approaching VR research; thus, the objective of this systematic literature review is to provide such a framework and highlight research opportunities. Approach: First, after conducting a systematic literature review, we highlight VR themes instrumental to flow and propose a typology for VR research using realism-fantasy and immersion as dimensions. Next, we review the current state of empirical research for each quadrant. Finally, we synthesize research within each quadrant, specifying criteria and considerations for conducting research. In doing so, we propose an agenda for marketing research, centered on methodological, future studies, and consumer-related contributions. Findings: VR themes instrumental to flow include the avatar, application quality, and interactivity. We find, contrary to some conceptualizations of VR, that all applications are capable of producing flow. Conflicting research and gaps are highlighted in the findings section and summarized in Table 3. Additionally, while prior research seems to draw from findings of other VR applications in advancing knowledge in general, the results of the literature review suggest that VR applications should be treated uniquely. Finally, we propose highly immersive VR applications as more conducive to future studies research. Originality/value: The objective of this paper is to examine varying opportunities for VR research given flow and fantasy potential and to prioritize VR research.

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“…The Avatar. Avatar appearance reflects a rational choice to represent oneself in a virtual manner, one degree of the manifestation of self-concept in VWs (Berthon et al, 2010).…”

Section: Quadrant Iii: Virtual Worldsmentioning

confidence: 99%

Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology

Cowan

Ketron

2019

EJM

View full text Add to dashboard Cite

show abstract

“…Enabled by ubiquitously accessible and scalable communication technologies, social media substantially changes how organisations, communities and individuals communicate with each other 29. Social media has transformed communication to a new level of interaction where people are increasingly controlling the nature, extent and context of their information exchanges 30. Unlike traditional methods of message dissemination, it relies on high levels of consumer engagement, involvement, co-creation and P2P propagation 31…”

Section: Social Media As a Message Dissemination Channelmentioning

confidence: 99%

Concussion guidelines need to move from only expert content to also include implementation and dissemination strategies

et al. 2012

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“…Garretson (2008, p. 12) highlighted the importance of relationship marketing and engagement when he said, 'Consumers increasingly use digital media not just to research products and services but to engage the companies they buy from as well as other consumers who may have valuable insights'. Berthon et al (2010) and Crittenden et al (2010) provided numerous examples of the 'connected consumer' via interactive digital media such as social networking sites, blogs, mobile devices, YouTube and Second Life. Thus, technology is a major connecting force in the B2C marketing, linking the company and the consumer, the salesperson and the consumer, and the company and the sales force.…”

Section: The Role Of Technology In Selling and Sales Managementmentioning

confidence: 99%

Relationship building in the financial services marketplace: The importance of personal selling

Crittenden

2014

J Financ Serv Mark

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Advocating Avatars: The Salesperson in Second Life

Cited by 24 publications

References 3 publications

Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology

Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology

Concussion guidelines need to move from only expert content to also include implementation and dissemination strategies

Relationship building in the financial services marketplace: The importance of personal selling

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