FROM THE SECOND LIFE OF OBJECT TO THIS ASSOCIATED EMOTIONS: AN APPROACH BY THE NETNOGRAPHY METHODOLOGY

Abstract :This exploratory research aims to identify motivations and emotional responses associated with second life behavior. In this goal, the methodology is based on a specific social networks netnographie based on virtual communities of 10 luxury watch brands (12M Internet users per 260 thousand posts). This study highlights the links between motivations, the second live practices and the emotional states experienced by individuals. To complete the managerial recommendations related results are highlighted.