Contemporary Research Issues in Marketing: Virtual Worlds & Virtual Reality Module
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The document outlines a module led by Dr. Robin Teigland at the Stockholm School of Economics focusing on the implications of virtual worlds and virtual reality for marketing. It emphasizes the shift from initial hype to practical applications in various industries, inviting participants to explore future changes in marketing, suggest brand strategies, and identify challenges. A group assignment requires a report on these topics, using specified readings and resources.
Contemporary Research Issues in Marketing: Virtual Worlds & Virtual Reality Module
- 1. Contemporary Research Issues in Marketing Virtual Worlds & Virtual Reality Module Dr. Robin Teigland Department of Marketing & Strategy Stockholm School of Economics @robinteigland robin.teigland@hhs.se Virtual worlds and immersive environments, such as Second Life, Stardoll, World of Warcraft, and those based on OpenSimulator open source software, have been around for quite some years now. After the initial hype that virtual worlds would unleash new unlimited commercial success, the focus is now on more pragmatic and serious applications of virtual environments in areas such as marketing and PR, virtual markets/shopping, consumer research, and innovation. Furthermore with the recent developments in virtual reality, such as the acquisition of Oculus Rift by Facebook for USD 2 bln, new applications of virtual reality in healthcare, science education, and other areas are emerging, and many foresee the potential of virtual reality for marketing as well. The purpose of this session is to introduce participants to virtual worlds and virtual reality and what they mean for the future of marketing. Group Assignment: Prepare a report (max 2 pages) discussing the below questions and submit to robin.teigland@hhs.se no later than Tuesday, November 11, 12.00 pm. Write the name and student number of all group members who participated in the assignment on the report. The report will be scored on a scale ranging from 0 to 2. Be prepared to discuss the results in this module seminar on November 12. 1. Learn about virtual worlds and virtual reality through the below sources. How do you think virtual worlds and virtual reality will change the nature of marketing in the next 5-10 years? Which industries are most likely to leverage virtual worlds and virtual reality in their marketing activities and why? How do you think organizations will incorporate virtual worlds and virtual reality in their marketing activities? 2. Select an existing brand that is currently not using virtual worlds or virtual reality in its marketing activities. Develop suggestions for how this brand could leverage virtual worlds and/or virtual reality in these activities. Pay attention to the segments that this brand is targeting and discuss how your suggestions align with the brand and its marketing strategy. Connect your suggestions to the readings. Stockholm School of Economics . Sveavägen 65 . Box 6501. 113 83 Stockholm . Tel 08 736 90 00 . www.hhs.se
- 2. 3. What challenges do you foresee for organizations using virtual worlds and virtual reality in their marketing activities in the future? How do you think these can be overcome? Readings & Videos Helms, R., E. Giovacchini, & R. Teigland. 2010. A design research approach to developing user innovation workshops in Second Life. Journal For Virtual Worlds Research, 3,1. Available at https://journals.tdl.org/jvwr/index.php/jvwr/article/view/819. Hoffman, D. L., & T. P. Novak. 2009. Flow online: Lessons learned and future prospects. Journal of Interactive Marketing, 23,1, 23-34. Teigland, R. 2009. Born Virtuals and Avapreneurship: A case study of achieving successful outcomes in Peace Train–a Second Life organization. Journal For Virtual Worlds Research, 2,4. Available at https://journals.tdl.org/jvwr/index.php/jvwr/article/viewArticle/866. Nah, F.F-H., B. Eschenbrenner, & D. DeWester. 2011. Enhancing brand equity through flow and telepresence: A comparison of 2D and 3D virtual worlds. MIS Quarterly, 35, 3, 731-747. Wasko, M., R., Teigland, S. Jarvenpaa, & D. Leidner. 2011. Stepping into the internet: New ventures in virtual worlds. MIS Quarterly, 35, 3, 645-652. Available at www.misq.org/misq/downloads/download/editorial/546/. Yetis, Z., R. Teigland, & P. M. Di Gangi. 2013. Exploring Stakeholders of Open- Source Virtual Worlds through a Multimethod Approach. In L. Phillips & U. Plesner, eds. Researching Virtual Worlds: Methodologies for Studying Emergent Practices. Routledge, 14, 145. Virtual Worlds for User Innovation: Co-creation Workshop: http://www.youtube.com/watch?v=2kMNWBU1Yb8. 3D Teaming in a Virtual World: http://www.youtube.com/watch?v=Quh2OiPHkm8. Experiencing is believing: what virtual reality could mean for ads and brands: http://www.theguardian.com/media-network/media-network-blog/ 2014/aug/28/marketing- virtual-reality-facebook-oculus-rift. Virtual Reality For Marketers: 5 Ways To Succeed With Oculus Rift: http://www.fastcocreate.com/3037109/virtual-reality-for-marketers-5-ways-to-succeed- with-oculus-rift. Additional Information (Optional) Teigland, R., & D. Power, eds. 2013. The Immersive Internet: Reflections on the Entangling of the Virtual with Society, Politics and the Economy. Palgrave Macmillan. Hooker, R. E. 2010. Going with the Flow: Linking Flow, Brand Attitudes, and Purchase Intent in Virtual Worlds. PhD Dissertation. Available at http://diginole.lib.fsu.edu/etd/3790/. Stockholm School of Economics . Sveavägen 65 . Box 6501. 113 83 Stockholm . Tel 08 736 90 00 . www.hhs.se