Study Reinforces Need for Corporate Sustainability in SL

Komjuniti, a spin-off agency of the Brand Science Institute released the results from a study attempting to measure Second Life users perceptions and satisfaction with companies in the virtual world. Revealed just last week, the results were not entirely surprising.

To give you a few of the numbers: 72% were "disappointed with the activities of companies in Second Life," 42% felt companies' presence in Second Life would be a "short-term trend," and only 7% think companies' presence "has a positive influence on brand image and their future buying behavior." The study also said that hotel and retail companies fared best in user satisfaction.

As I talked about in an earlier post, while there is no real right or wrong way to be in Second Life, one thing that companies do need to focus on is having a plan for sustaining a meaningful presence in world. This study seemed to come to the same conclusion, adding that users want a greater chance to interact with the brands in Second Life.

Take a look at the Marketing and Strategy Innovation Blog where I was first directed to this story.