The main focus of this dissertation thesis is the use of virtual worlds in marketing with a special focus on the virtual world known as Second Life. The Second Life environment research was conducted in several steps. The first step was personal online observation of Second Life where the Czech Republic has its representation in a company called Bohemia. The purpose of this online research was to find out respondents{\crq} subconscious, their experiences, and how they perceive the economic subjects which are presented in this virtual world.The research of the virtual world Second Life continued by creating five case studies of selected economic subjects, which are present in Second Life. For this reason the following were picked, Raiffeisenbank, CzechTourism agency, Pivovary Staropramen a.s. virtual pub. The other two case studies were focused on education and therefore Philosophical Faculty of University Palackého Olomouc and an entrant from private sector WebSchool s.r.o. company were chosen. The data obtained from this research helped to apply a Cost benefit analysis in the virtual pub Staropramen case study. This analysis is one of the possible methods of economic assessment of the investment related existence in Second Life.On the basis of information gained from personal online research and completed analysis I projected a process of entrance into the virtual world Second Life with the use of select marketing tools. These tools are folded so that any subject that considers the use Second Life as one of the innovative ways of marketing communication is able to fulfill its goals and will not end up as a passive background of this virtual world. For this reason, I consider the main goal of this dissertation to be achieved.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:54235 |
| Date | January 2010 |
| Creators | VANĚREK, Petr |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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