Brands and Consumption in Virtual Worlds

Ioanna Nikolaou


Virtual worlds, such as Second Life, are rapidly becoming recognized as a technology of substantial future importance for marketers and advertisers due to the great growth of Computer Mediated Communication (CMC). In recent years virtual worlds have become highly interactive, collaborative and commercial; these worlds would have the potential to be new channels for marketing content and products, integrating ‘v-commerce’, or ‘virtual e-commerce’. Virtual Worlds clearly demonstrate how the boundaries between the physical and the virtual are becoming more fluid as individuals are interacting with digitally constructed entities. This paper aims to explore the literature in order to illuminate some of the issues related to consumption in virtual worlds and offer a better understanding of virtual participants’ consumption practices.



brands, consumption, virtual worlds.

Full Text:



The full website for the Journal of Virtual Worlds Research can be found at