Virtual worlds such as Second Life have recently gained increased visibility from businesses seeking to market products “in-world” to virtual world participants. However, without understanding the sociological orientation of virtual participants, the effectiveness of marketing approaches in virtual worlds may be limited. This study utilizes a Delphi approach to determine the sociological orientation of a panel of Second Life participants, with the goal of constructing a theoretical model which can be used for testing the effectiveness of various marketing approaches in virtual worlds.