Abstract
The purpose of this paper is to develop a research agenda that will assist in deepening our understanding of the social dynamics of virtual worlds. Virtual worlds are computer-based simulated worlds that are populated by human-controlled avatars, or graphical representations of individuals. These worlds are real-time, interactive societies based on three-dimensional Internet technology. Interaction in virtual worlds has developed a set of behaviors, which are unique to each world.
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© 2015 Academy of Marketing Science
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Swilley, E. (2015). Investigating Virtual World Dynamics Using AST: A Research Agenda. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_42
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DOI: https://doi.org/10.1007/978-3-319-18687-0_42
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
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