Advocating avatars: the salesperson in second life

Berthon, Pierre, Pitt, Leyland, Halvorson, Wade, Ewing, Michael and Crittenden, Victoria L 2010, Advocating avatars: the salesperson in second life, Journal of Personal Selling and Sales Management, vol. 30, no. 3, pp. 195-208, doi: 10.2753/PSS0885-3134300301.

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Title Advocating avatars: the salesperson in second life
Author(s) Berthon, Pierre
Pitt, Leyland
Halvorson, Wade
Ewing, MichaelORCID iD for Ewing, Michael
Crittenden, Victoria L
Journal name Journal of Personal Selling and Sales Management
Volume number 30
Issue number 3
Start page 195
End page 208
Total pages 14
Publisher M.E. Sharpe Inc.
Place of publication Birmingham, AL
Publication date 2010
ISSN 0885-3134
Summary Interactive digital media are revolutionizing the marketing landscape. The virtual world is a dominant player in this new panorama, with exchanges in the virtual marketplace approaching $2 billion annually. While virtual, like real world, exchanges require buyers and sellers, there is little or no understanding of this disembodied sales process. The current study seeks to address this gap in knowledge by employing an ethnographic methodology in which researchers incarnate in Second Life to explore the personal selling process. Specifically, the various notions of the "self" that constitute the avatar salesperson are explored. Findings from this exploratory study suggest a relationship between the nature of the self and the type of exchange. From this, a conceptual model for the study of the virtual selling self is presented, propositions developed, and managerial implications for the virtual sales force suggested.
Language eng
DOI 10.2753/PSS0885-3134300301
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2010, M.E. Sharpe Inc.
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Document type: Journal Article
Collection: School of Management and Marketing
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