Towards a Theoretically-Grounded Framework for Evaluating Immersive Business Models and Applications: Analysis of Ventures in Second Life


  • Henry M. Kim Schulich School of Business, York University
  • Kelly Lyons University of Toronto
  • Mary Ann Cunningham E-Mergent Management Research



virtual worlds, immersive business, Second Life, Media Richness Theory, Task Closure Theory


Second Life has emerged as the de facto virtual world for immersive business. However there is no de facto guideline or even corpus of knowledge about how to build an immersive business. We address this opportunity by presenting work that will lead to a theoretically-grounded evaluative framework for immersive business models and applications. We identify high profile examples from Second Life and analyze them using two theories that explain why a user may choose between