Neopian economics of play: children's cyberpets and online communities as immersive advertising in NeoPets.com
Abstract:This article examines NeoPets, an online community for children where members create or adopt a virtual pet. The NeoPets Corporation is examined, with attention paid to their practice of ‘immersive advertising’ amidst concerns over the increasing commercialization and branding of children's web-based content and culture. Ethical issues explored include privacy and intellectual property.
Document Type: Research Article
Publication date: 2005-09-01
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