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User behaviour in Second Life : an empirical study analysis and its implications for marketing practice

Jung, Kathrin; Kirchgeorg, Manfred - 2007

Persistent link: https://www.econbiz.de/10009666325

Strategies for marketing really new products to the mass market : a text mining-based case study of virtual reality games

Ho, Jeffrey C. F.; Zhang, Xinzhi - In: Journal of open innovation : technology, market, and … 6 (2020) 1/1, pp. 1-14

This paper reports on a text mining-based case study aimed at determining how virtual reality (VR) games, as examples of really new products (RNPs), market themselves when they are introduced to the mass market. The goal was to examine the marketing foci of RNPs and any subsequent changes over...

Persistent link: https://www.econbiz.de/10012214698

Branding fashion through gameplay : the branded gaming and the cool dynamics in the fashion markets. A game-theory approach

Alanadoly, Alshaimaa Bahgat; Suha Fouad Salem - In: European journal of management and business economics : … 33 (2024) 4, pp. 394-410

coolness being weaker among male respondents. Originality/value The study contributes to the existing literature by providing a …Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with … is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived …

Persistent link: https://www.econbiz.de/10015130645

Brand placements in video games : how local in-game experiences influence brand attitudes

Ingendahl, Moritz; Vogel, Tobias; Mädche, Alexander; … - In: Psychology & marketing 40 (2023) 2, pp. 274-287

Persistent link: https://www.econbiz.de/10014290543

Unpacking Nuance among Esports Consumers : Market Partitions within Esports based on Social Media Analytics

Baker, Bradley; Pizzo, Anthony - 2021

Aims: The purpose of this study is to investigate the pattern of consumer relationships across popular esports titles to understand how the esports market is partitioned in terms of unique and shared social media followers across gaming titles.Methods and results: We investigate esports market...

Persistent link: https://www.econbiz.de/10014088115

Game Over : An Analysis of How Video Game Loot Boxes and Advertisements Target Children with Potential Solutions

Ghosh, Arnab - 2023

Video games have emerged as one of the world’s fastest-growing industries. Although initially aimed at adults, video games have become an increasingly popular pastime among youth, with 90% of children playing video games today throughout the United States according to a Pew Research study...

Persistent link: https://www.econbiz.de/10014361079

Study on the impact of marketing through social media, online games and mobile applications on children's behaviour : final report

Lupiáñez-Villanueva, Francisco (contributor); … - European Commission / Consumers, Health and Food …; … - 2016

The European Online Games, Social Media and Mobile Application sector has grown substantially in recent years and children are exposed to increasingly sophisticated marketing techniques online which are often outside the purview of existing regulatory frameworks. This study aims to provide a...

Persistent link: https://www.econbiz.de/10015296257

Product placement in video games as a marketing strategy : an attempt to analysis in Disney company

Küster Boluda, Inés; Pardo, Elena; Suemanotham, Torpong - 2010

Persistent link: https://www.econbiz.de/10008667046

Why, how and when do prices land? : evidence from the videogame industry

Hernandez-Mireles, Carlos (contributor); … - 2008

Persistent link: https://www.econbiz.de/10003791862

Product differentiation in video games : a closer look at Fortnite's success

Moritz, Karl-Heinz; Schöber, Timo; Stadtmann, Georg - 2020

Fortnite is the most successful video game in terms of revenues generated. Since it belongs to the 'free-to-play games', the company has to optimize the in-game-shop to generate revenues. Product dif- ferentiation is one possibility to optimize the profitability of the game. In this paper, we...

Persistent link: https://www.econbiz.de/10012223916