[ skip to content ]

The Virtual Experience Economy: A Service-Dominant Logic Perspective for Metaverse retailing

Gadalla, Eman and Abosag, Ibrahim and Keeling, Kathy (2015) 'The Virtual Experience Economy: A Service-Dominant Logic Perspective for Metaverse retailing.' In: Sivan, Y., (ed.), Handbook on 3D3C Virtual World: Applications, Technologies and Policies for Three Dimensional Systems for Community, Creation and Commerce. Germany: Springer-Verlag. (In Press)

Full text not available from this repository.

Abstract

Marketers and advertisers are interested in using 3D3C worlds as sites for engaging consumers in deeper and more sustaining ways. In this chapter, an integrated conceptual model for the virtual experience grounded in the emerging service-dominant (S-D) logic is developed. This integrated conceptualization offers a broadened view of 3D3C worlds through evaluating the Pine and Gilmore (1998) conceptualization of the experience economy within the 3D3C context. It becomes evident that this conceptualization is less relevant to the virtual context and cannot be applied without modifications. The model developed and presented identifies that the virtual experience is centered on two dimensions: first, the type of interaction within the virtual experience, that is, individual versus collaborative interaction and second, the context of interaction: virtual consumption versus real life consumption (i.e., the interplay between 3D3C worlds and real life). The emerging concepts of service-dominant logic are presented as a means to reframe and improve the marketing experience for increased relevance and impact within 3D3C worlds.

Item Type: Book Chapters
SOAS Departments & Centres: Faculty of Law and Social Sciences > School of Finance and Management
Depositing User: Ibrahim Abosag
Date Deposited: 25 Oct 2015 16:08
URI: http://eprints.soas.ac.uk/id/eprint/21172

Statistics

Download activity - last 12 months
Downloads since deposit
1Download
100Hits
Accesses by country - last 12 months
Accesses by referrer - last 12 months
Additional statistics for this record are available via IRStats2

Repository staff only

Edit Item Edit Item