Spreading Word-of-Mouth about the brand within virtual world

The article is focused on analysis of the process of spreading the Word-of-Mouth (WOM) about real brands within virtual worlds. The results of presented survey, conducted within Second Life, showed that the process of creation WOM within virtual world is different compared to the traditional market - it does not depend on the strength of social ties between users, but rather differ strongly on the basis of whether the WOM is positive or negative. The survey also indicated that the spreading WOM ´cross boarders´- meaning that all three markets: the virtual world market, online web sites and the real market are partly interrelated.