1 Ravi Vatrapu Marketing Strategies in Virtual Worlds Lui, T.-W., Piccoli, G., & Ives, B. (2007). Marketing strategies in virtual worlds. SIGMIS Database, 38(4), Course Portal: Facebook: Etherpad: Thursday, 14-Apr-2011 EB22: Online Marketing: Lecture 41 Auditorium 4, ITU, Copenhagen, Denmark

E MPIRICAL F INDINGS Virtual Worlds Can:  Enhance Telepresence  Positively Influence  Product Knowledge  Brand Attitude  Purchase Intention  Test Product Designs 2

T WO T HEORIES  Cognitive Fit Theory  Media Richness Theory 3

C OGNITIVE F IT T HEORY  “Virtually high experiential products should have a stronger moderating effect on the impact of virtual reality”  “Moderating effects of product’s visual and auditory cues on the relationships between a virtual reality interface and product knowledge and purchase intention” (p. 78) 4

M EDIA R ICHNESS T HEORY 5  “According to media richness theory (Daft, Lengel, & Trevino, 1987), the richness of a medium depends on the medium's capacity for immediate feedback, the number of cues available, language variety; and personalization.  Hence, products and services that require communication between customers and companies, such as planning a trip or building a house, should have stronger moderating effects on the impact of virtual reality due to the capacity for immediate feedback, the availability of more cues and the ability to offer personalized interaction.” (p. 78)

V IRTUAL P RODUCT A TTRIBUTES 6

D ISCUSSION 7