Abstract
IN OUR INCREASINGLY digital world, Michael Moon uses metaphors to explore how Web sites can be powerful venues for branding. As “deep gravity wells,” they are bright, compelling cyberspace destinations around which stakeholders can take orbit. As “theater,” sites function as a stage and offer performances that keep audiences coming back. In both instances, Moon presents guidelines for the structure and content of sites, with comments on such topics as the personalizing of information, online vending, and the creation of digital communities.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
