Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Chapter
}
TY - CHAP
T1 - The Virtual Experience Economy
T2 - A Service-Dominant Logic Perspective
AU - Gadalla, Eman
PY - 2015
Y1 - 2015
N2 - 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 (Harvard Business Review, July–August:97–105, 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.
AB - 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 (Harvard Business Review, July–August:97–105, 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.
U2 - 10.1007/978-3-319-22041-3_10
DO - 10.1007/978-3-319-22041-3_10
M3 - Chapter
SN - 9783319220406
SP - 271
EP - 292
BT - Handbook on 3D3C Platforms
A2 - Sivan, Yesha
PB - Springer
ER -