SOCIAL COMPUTER GAMES AS A MARKETING CHANNEL FOR CREATING AND MEETING VIRTUAL NEEDS. AN EXAMPLE OF SECOND LIFE

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SOCIAL COMPUTER GAMES AS A MARKETING CHANNEL FOR CREATING AND MEETING VIRTUAL NEEDS. AN EXAMPLE OF SECOND LIFE

Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2018, Vol 19, Issue 4

Abstract

Internet development and demographic changes among users of computer games caused that the players became an attractive target market in the sale of products and consumer services. Inside the virtual worlds of games, especially in social games such as Second Life, products from various industries and brands are purchased. With the appearance of this phenomenon, scholars focused on understanding of virtual consumption and explore certain regularities and similarities in relation to purchase behavior in the real world. This article aims to present current knowledge in the field of a needs and purchase behaviors in the computer social games based on literature review. The directions of future research will be also presented.<br/><br/>

Authors and Affiliations

Magdalena Hofman-Kohlmeyer

Keywords

EP ID EP519438
DOI 10.5604/01.3001.0013.1649
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