Utilize este identificador para referenciar este registo: https://hdl.handle.net/1822/42135

Registo completo
Campo DCValorIdioma
dc.contributor.authorOliveira, Sandrapor
dc.contributor.authorZagalo, Nelsonpor
dc.date.accessioned2016-06-27T13:57:28Z-
dc.date.available2016-06-27T13:57:28Z-
dc.date.issued2009-
dc.identifier.urihttps://hdl.handle.net/1822/42135-
dc.description.abstractConsumer activities are constantly changing. They’ve begun to move their interests to the virtual, looking at the internet as a new and interesting space to be. With easier access to information and communication technologies, the consumer requests from social networks space to exist and coexist. From the current social being emerges a new digital social being. The outcome of this research tries to seek how brands should re-strategize their marketing given consumers' fast changing multimedia habits. We believe brands should realize that they are no longer the “conversation” leaders. Consumers are now in the control of the propagation of messages. Thus brands need to put aside the holy branding and follow the information flux coming from the users’ conversations taking place in virtual worlds. They can support this new approach making use of more engaging experiences of their products based in interactivity and simulation. Support of these new media must be seen as complementary to current use of traditional media. The study we present tried to understand the new media use done by brands and understand if the models were supportive enough for the new digital social audience. An analysis based on interactivity models of McMillan and Downes (2002) and Shedroff (1999) designed to find problems and make suggestions to support actions of enhancement of the relation brand-consumer.por
dc.language.isoengpor
dc.publisherUniversidade de Trás-os-Montes e Alto Douro (UTAD)por
dc.relationinfo:eu-repo/grantAgreement/FCT/5876/147330/PTpor
dc.rightsopenAccesspor
dc.subjectConsumerspor
dc.subjectVirtualpor
dc.subjectWorldpor
dc.subjectSpacepor
dc.titleConsumers in virtual worlds: is there a tangible relation with brands?por
dc.typeconferencePaper-
dc.peerreviewedyespor
sdum.publicationstatusinfo:eu-repo/semantics/publishedVersionpor
oaire.citationConferenceDate24 - 25 set. 2009por
sdum.event.typeconferencepor
oaire.citationStartPage102por
oaire.citationEndPage109por
oaire.citationConferencePlaceVila Real, Portugalpor
oaire.citationTitleProceedings of the SLACTIONS 2009 International Conference - Life, imagination and work using metaverse platformspor
dc.subject.fosCiências Sociais::Ciências da Comunicaçãopor
sdum.conferencePublicationProceedings of the SLACTIONS 2009 International Conference - Life, imagination and work using metaverse platformspor
Aparece nas coleções:CECS - Atas em congressos | Seminários / conference proceedings

Ficheiros deste registo:
Ficheiro Descrição TamanhoFormato 
NZ_SLACTIONS 2009-cap.pdf734,45 kBAdobe PDFVer/Abrir

Partilhe no FacebookPartilhe no TwitterPartilhe no DeliciousPartilhe no LinkedInPartilhe no DiggAdicionar ao Google BookmarksPartilhe no MySpacePartilhe no Orkut
Exporte no formato BibTex mendeley Exporte no formato Endnote Adicione ao seu ORCID