Virtual online worlds - Enabling technologies to establish interwoven relationships to network constituents in an emerging virtual marketspace

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Purpose
• Design / Methodology / Approach
• Findings
• Research Limitations/ Implications
• Practical Implications
• Originality / Value
• Introduction
• Chapter 1: Theoretical Framework
• 1.1 The Concept of Relationship Marketing
• 1.2 The Importance of Network Constituents
• 1.3 E-Marketing and Enabling Technologies
• 1.4 The Emergence of Virtual Worlds and Communities
• Chapter 2: Second Life as an Evolving Virtual Community
• 2.1 Introduction to Second Life
• 2.2 The Concept of Virtual Worlds
• 2.3 Understanding the Second Life World
• Chapter 3: Exploring the Motivation and Benefits of Participation in Second Life
• 3.1 Reasons for Participation
• 3.2 Benefits Received from Participating in Second Life
• Chapter 4: Research Methodology and Analysis
• 4.1 Qualitative Research Methodology
• 4.2 Research Design
• 4.3 Data Collection Methods
• 4.4 Data Analysis
• Chapter 5: Findings and Analysis
• 5.1 Exploring the Corporate Perspective
• 5.2 Exploring the Individual Perspective
• 5.3 Discussion and Analysis of the Findings
• Chapter 6: Implications for Marketers and Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation examines whether Second Life, as an emerging interactive online environment, offers marketers opportunities to build strong relationships with network constituents. It emphasizes the significance and advantages of enabling technologies for business marketing operations. The main themes and objectives of this research include: * Exploring the potential of virtual worlds like Second Life as platforms for relationship marketing. * Analyzing the benefits of enabling technologies in facilitating relationships between marketers and network constituents. * Investigating the motivations and advantages of participating in Second Life from both corporate and individual perspectives. * Understanding the implications of virtual worlds like Second Life for traditional marketing practices. * Examining the role of virtual communities in the evolving landscape of e-marketing.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1: Theoretical Framework

This chapter provides a foundation for the research by exploring key concepts related to relationship marketing, the importance of network constituents, the role of enabling technologies in e-marketing, and the emergence of virtual worlds and communities.

Chapter 2: Second Life as an Evolving Virtual Community

This chapter introduces Second Life as a specific example of a virtual world, explaining the concept of virtual worlds in general and then delving into the unique characteristics and features of Second Life.

Chapter 3: Exploring the Motivation and Benefits of Participation in Second Life

This chapter examines the reasons why individuals choose to participate in Second Life and the benefits they derive from their participation. It explores the motivations and advantages from both a corporate and individual perspective.

Chapter 4: Research Methodology and Analysis

This chapter outlines the qualitative research methodology employed in this study, including the research design, data collection methods, and data analysis techniques.

Chapter 5: Findings and Analysis

This chapter presents and analyzes the findings of the research, exploring the perspectives of both corporations and individuals regarding their involvement in Second Life.

Chapter 6: Implications for Marketers and Conclusion

This chapter summarizes the key findings and discusses the implications of the research for marketers. It concludes by highlighting the potential of virtual worlds like Second Life for relationship marketing strategies and the importance of integrating enabling technologies into marketing operations.

Schlüsselwörter (Keywords)

This dissertation focuses on the intersection of virtual worlds, relationship marketing, and enabling technologies. Key themes include Second Life, virtual communities, e-marketing, network constituents, customer relationship management (CRM), interactive communication, and the implications of emerging technologies for marketing practices.