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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Digital Virtual Consumption (Paperback)
Loot Price: R1,638
Discovery Miles 16 380
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Digital Virtual Consumption (Paperback)
Series: Routledge Studies in Innovation, Organizations and Technology
Expected to ship within 12 - 17 working days
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Donate to Against Period Poverty
Total price: R1,658
Discovery Miles: 16 580
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Digital media present opportunities for new types of consumption
including desiring, buying, collecting, making, and even selling
digital virtual goods. To these activities we can add those taking
place in virtual communities of consumption, online shops, brand
websites, and online auction houses that together amount to a vast
new landscape of consumption. Digital virtual consumption motivates
concatenated practices which produce meaningful experience for
their users as well as market opportunities to profit from them.
Consumers create and maintain elaborate wish lists, engaging with
simulations of brands on websites and in videogames, coveting items
for use in online games and even spending 'real' money on these,
undertaking entrepreneurial activity in virtual worlds, conjuring
nostalgia via online auctions, engaging in playful consumption in
other new retail formats, writing reviews of products as part of
the consumption experience, engaging in online activist activities,
and many other emerging behaviors. Analyses of consumption in the
digital virtual realm are however limited. This collection brings
together experienced researchers from the fields of consumer
research, digital games, and virtual worlds to provide conceptual
and empirical work that helps us understand these new and
significant consumer activities. Online communities negotiate the
'correct' use of goods and offer technical advice, consumers
develop new products, individuals create and distribute their own
promotional material for their favorite brands, and entrepreneurial
consumers marketing and selling their own products online. Here we
may see a blurring of consumption and production, or work and
leisure activity that requires further thought about what makes it
meaningful for individuals. The chapters in this volume take stock
of the emergence and likely importance of digital virtual
consumption for consumer culture, including a review of both new
and existing conceptual and methodological tools as well as a
resource of key examples and analyses of practices.
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