Abstract:

Research conducted in the United States and Europe confirms that consumers are twice as receptive to communications while they are waiting (derval, 2007). this approach is called wait marketing, because consumers consider advertising in that specific context as entertaining. a tV commercial, for instance, will be remembered by 7% of consumers when viewed at home. the same ad will be remembered by 27% of consumers when they see it in the doctor’s waiting room. Discover how brands can effectively leverage wait marketing in online communities and interact with their target customers via SLIC, the Second Life Interview Corner an immersive, congruent and open interview sofa.