Marketing to Gamers

2020 ◽  
pp. 160-186
Author(s):  
Lisa Brianne Foster ◽  
Robert Andrew Dunn
Keyword(s):  
Video Game ◽  
Purchase Intention ◽  
Group Identification ◽  
User Generated Content ◽  
Video Gaming ◽  
Perceived Credibility ◽  
Stream Condition ◽  
Marketing Tool ◽  
Source Of Information ◽  
Credible Source

Video game streaming has introduced to consumers a new method of creating branded content. Popular streaming platforms receive millions of broadcasters and viewers every month, and the current chapter examines the influence of this type of user-generated content on consumers' attitudes and behaviors. The goal of this study is to understand how video game streams function as a marketing tool. To investigate this, a quantitative survey was designed and measured participants' video gaming habits and their perceptions of credibility, usefulness of content, group identification, and purchase intention. Heavier gaming habits were found to be positively related to perceived credibility in a user-generated stream condition. Group identification and stream familiarity were found to be positively related to perceived credibility. These findings hold implications for using video game streams as a marketing tool as heavier gamers were found to perceive user-generated streams as a credible source of information.

scholarly journals The Influence of User Generated Content and Purchase Intention on Beauty Products

2019 ◽  
Vol 4 (3) ◽  
pp. 171-183
Author(s):  
Firda Nosita ◽  
Tina Lestari
Keyword(s):  
Purchase Intention ◽  
Information Needs ◽  
Jel Classification ◽  
Purchase Intentions ◽  
Social Needs ◽  
User Generated Content ◽  
The Public ◽  
Perceived Credibility ◽  
Product Consumption ◽  
Beauty Products

Objective – The thrive of social media enables everyone to share their purchase and consumption experiences, including beauty product consumption. The study aims to determine whether the attitude towards UGC, perceived credibility and user activity of UGC on YouTube influences the purchase intention toward a beauty product. Methodology/Technique – Questionnaires were distributed online to 200 people who had watched beauty product review videos on YouTube at least once and who were minimum 18 years old. The data was analyzed using multiple regression. Findings – The results indicate that attitudes towards UGC content on YouTube and perceived credibility affect purchasing intentions. Whereas user activities does not correlate with purchase intentions on beauty products. UGC content usually provides information and provides tips and tricks about using beauty products. The more attractive the content is, the more people want to see it and the more likely they will be to use the content to fulfill their information needs. Beauty vloggers are considered more credible than producer-generated content. Activities such as searching for, liking, subscribing or commenting does not necessarily indicate purchase intentions. This simply represents people fulfilling their social needs to interact with each other in a social environment. Novelty – Companies could provide training or facilities for UGC creators in order to create more attractive content. The most important finding of this study is that companies should continually improve the quality of their products, because the credibility of content makers relies on their experience with the products themselves. Marketers should monitor community discussions to find out more about the public interest in their products. In addition, marketers can also identify the shortcomings of their products to better enable them to fix them by reviewing comments on UGC. Type of Paper: Empirical. Keywords: User Generated Content (UGC); Beauty Vlogger; Beauty Product; E-WoM; YouTube. Reference to this paper should be made as follows: Nosita, F.; Lestari,T. 2019. The Influence of User Generated Content and Purchase Intention on Beauty Products, J. Mgt. Mkt. Review 4 (3) 171 – 183. https://doi.org/10.35609/jmmr.2019.4.3(2) JEL Classification: M31, M37, M39.

Predictors of Problematic Video Game Usage in Childhood and Adolescence

2013 ◽  
Vol 59 (3) ◽  
pp. 153-164 ◽  
Author(s):  
Thomas Mößle ◽  
Florian Rehbein
Keyword(s):  
Social Environment ◽  
School Children ◽  
Video Game ◽  
Video Gaming ◽  
Control Group ◽  
Childhood And Adolescence ◽  
Longitudinal Control ◽  
Peer Problems ◽  
Media Usage ◽  
Usage Patterns

Aim: The aim of this article is to work out the differential significance of risk factors of media usage, personality and social environment in order to explain problematic video game usage in childhood and adolescence. Method: Data are drawn from the Berlin Longitudinal Study Media, a four-year longitudinal control group study with 1 207 school children. Data from 739 school children who participated at 5th and 6th grade were available for analysis. Result: To explain the development of problematic video game usage, all three areas, i. e. specific media usage patterns, certain aspects of personality and certain factors pertaining to social environment, must be taken into consideration. Video game genre, video gaming in reaction to failure in the real world (media usage), the children’s/adolescents’ academic self-concept (personality), peer problems and parental care (social environment) are of particular significance. Conclusion: The results of the study emphasize that in future – and above all also longitudinal – studies different factors regarding social environment must also be taken into account with the recorded variables of media usage and personality in order to be able to explain the construct of problematic video game usage. Furthermore, this will open up possibilities for prevention.

Gambling-like video game practices: A cross-sectional study of links with problem gambling and disordered gaming

2019 ◽  
Author(s):  
David Zendle
Keyword(s):  
Video Games ◽  
Problem Gambling ◽  
Video Game ◽  
Large Scale ◽  
Significant Degree ◽  
Cross Sectional Study ◽  
Video Gaming ◽  
Cross Sectional ◽  
Streaming Services ◽  
Clinically Significant

A variety of practices have recently emerged which are related to both video games and gambling. Most prominent of these are loot boxes. However, a broad range of other activities have recently emerged which are also related to both gambling and video games: esports betting, real-money video gaming, token wagering, social casino play, and watching videos of both loot box opening and gambling on game streaming services like Twitch.Whilst a nascent body of research has established the robust existence of a relationship between loot box spending and both problem gambling and disordered gaming, little research exists which examines whether similar links may exist for the diverse practices outlined above. Furthermore, no research has thus far attempted to estimate the prevalence of these activities.A large-scale survey of a representative sample of UK adults (n=1081) was therefore conducted in order to investigate these issues. Engagement in all measured forms of gambling-like video game practices were significantly associated with both problem gambling and disordered gaming. An aggregate measure of engagement was associated with both these outcomes to a clinically significant degree (r=0.23 and r=0.43). Engagement in gambling-like video game practices appeared widespread, with a 95% confidence interval estimating that 16.3% – 20.9% of the population engaged in these activities at least once in the last year. Engagement in these practices was highly inter-correlated: Individuals who engaged in one practice were likely to engage in several more.Overall, these results suggest that the potential effects of the blurring of lines between video games and gambling should not primarily be understood to be due to the presence of loot boxes in video games. They suggest the existence of a convergent ecosystem of gambling-like video game practices, whose causal relationships with problem gambling and disordered gaming are currently unclear but must urgently be investigated.

Using User Experience Scales to Predict Video Game Play and Purchasing Intent

2020 ◽  
Vol 64 (1) ◽  
pp. 2065-2069
Author(s):  
William J. Shelstad ◽  
Ameer A. Hosein ◽  
Joseph R. Keebler ◽  
Barbara S. Chaparro
Keyword(s):  
User Experience ◽  
Video Game ◽  
Purchase Intention ◽  
Online Games ◽  
Continuance Intention ◽  
Game Play ◽  
Video Game Play ◽  
Purchasing Intention

The current study investigated three user experience scales, the GUESS-24, the ENJOY, and the UEQ-S scale, as well as their relationship to gameplay continuance and purchasing intention for six popular online games. Results indicated that each of the three scales (GUESS-24, ENJOY, UEQ-S) could be used to predict continuance and purchase intention in the games of interest. The ENJOY and GUESS-24 performed better in predicting continuance intention than the UEQ-S. The GUESS-24 performed the best in terms of predicting purchase intention.

Team Building Through Video Games: A Controlled Experiment (Preprint)

2021 ◽  
Author(s):  
Mark J Keith ◽  
Douglas Dean ◽  
James Eric Gaskin ◽  
Greg Anderson
Keyword(s):  
Team Performance ◽  
Video Game ◽  
Team Building ◽  
Practical Method ◽  
Team Cohesion ◽  
Controlled Experiment ◽  
Control Treatment ◽  
Video Gaming ◽  
Treatment Team ◽  
Rock Band

BACKGROUND Organizations of all types require the use of teams. Poor team member engagement costs billions of US dollars annually. OBJECTIVE Explains how team building can be accomplished with team video gaming (TVG) based on a team cohesion model enhanced by team flow theory. METHODS In this controlled experiment, teams were randomly assigned to a TVG treatment or a control treatment. Team performance was measured on basic tasks both pre- and post-treatment. Then teams who received the TVG treatment competed against other teams by playing the Halo™ or Rock Band™ video game for 45 minutes. RESULTS On the posttest task, teams from the TVG treatments were significantly more productive than teams that did not experience TVG. Our model explained performance improvement about twice as well as prior related research. CONCLUSIONS The focused immersion caused by TVG increased team performance while the enjoyment component of flow decreased team performance on the posttest. Both flow and team cohesion contributed to team performance, with flow contributing more than cohesion. TVG did not increase team cohesion so TVG effects are independent of cohesion. TVG is a valid practical method for developing and improving newly formed teams CLINICALTRIAL n/a

scholarly journals A Survey of Graphic Novel Collection and Use in American Public Libraries

2014 ◽  
Vol 9 (3) ◽  
pp. 68 ◽  
Author(s):  
Edward Francis Schneider
Keyword(s):  
Video Games ◽  
New Media ◽  
Video Game ◽  
Adult Literacy ◽  
Public Libraries ◽  
Graphic Novels ◽  
Comic Book ◽  
Public Library ◽  
Similar Data ◽  
Marketing Tool

Abstract Objective – The objective of this study was to survey American public libraries about their collection and use of graphic novels and compare their use to similar data collected about video games. Methods – Public libraries were identified and contacted electronically for participation through an open US government database of public library systems. The libraries contacted were asked to participate voluntarily. Results – The results indicated that both graphic novels and video games have become a common part of library collections, and both media can have high levels of impact on circulation. Results indicated that while almost all libraries surveyed had some graphic novels in their collections, those serving larger populations were much more likely to use graphic novels in patron outreach. Similarly, video game collection was also more commonly found in libraries serving larger populations. Results also showed that young readers were the primary users of graphic novels. Conclusion – Responses provided a clear indicator that graphic novels are a near-ubiquitous part of public libraries today. The results on readership bolster the concept of graphic novels as a gateway to adult literacy. The results also highlight differences between larger and smaller libraries in terms of resource allocations towards new media. The patron demographics associated with comics show that library cooperation could be a potential marketing tool for comic book companies.

scholarly journals The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products

2020 ◽  
Vol 15 (5) ◽  
pp. 100
Author(s):  
Jui-Lung Chen ◽  
Apritika Dermawan
Keyword(s):  
Social Media ◽  
Information Exchange ◽  
Purchase Intention ◽  
Future Research ◽  
Web Based ◽  
Practical Applications ◽  
Mainstream Media ◽  
Marketing Tool ◽  
Willingness To Purchase ◽  
The Impact

Social media are web-based technology and social platform that involve social, personal and technological factors, which have triggered the development and evolution of website-based communities. Moreover, relevant web-based applications have also become the mainstream media for value creation and information exchange. The proliferation, convenience, and immediacy of social media have attracted many enterprises to adopt social media as a marketing tool. Among them, Electronic Word-of-Mouth (E-WoM), used mostly by vloggers (video bloggers), enables its users to review products and express their opinions on social media. Therefore, E-WoM has gradually become an important source of information for consumers, which influences their purchasing decisions. YouTube, a video sharing platform affiliated with Google, is a popular social media with tons of users. One of its most appealing and popular communities is Beauty Blogger, where beauty vloggers create and upload videos about beauty products. This study explored the impact of YouTube beauty vlogger on the attitude of Indonesian women towards locally made cosmetics and their willingness to purchase them. Based on the research results, relevant conclusions and recommendations were proposed which can be used as a reference for future research and practical applications.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

Gaming Sexism

2020 ◽  
Author(s):  
Amanda C. Cote
Keyword(s):  
Gender Equality ◽  
Media Studies ◽  
Video Game ◽  
The Other ◽  
Video Gaming ◽  
Changing Environment ◽  
Full Participation ◽  
Gaming Culture ◽  
Game Industry ◽  
And Gender

In 2012, video gaming culture saw an interesting, paradoxical divergence. On one hand, game journalists and trade organizations testified that gaming had significantly diversified from its masculine roots, with women comprising nearly half of all gamers. On the other hand, gaming spaces witnessed increasing, public incidents of sexism and misogyny. Gaming Sexism analyzes the video game industry and its players to explain the roots of these contradictory narratives, how they coexist, and what their divergence means in terms of power and gender equality. Media studies scholar Amanda C. Cote first turns to video game magazines to assess how longstanding expectations for “gamers” are shifting, how this provokes anxiety in traditional audiences, and how these players resist change, at times employing harassment and sexism to drive out new audience members. She follows this analysis by interviewing female players, to see how their experiences have been affected by games’ changing environment. Interviewees reveal many persistent barriers to full participation in gaming, including overtly and implicitly sexist elements within texts, gaming audiences, and the industry. At the same time, participants have developed nuanced strategies for managing their exclusion, pursuing positive gaming experiences, and competing with men on their own turf. Thus, Gaming Sexism reveals extensive, persistent problems in achieving gender equality in gaming. However, it also demonstrates the power of a motivated, marginalized audience, and draws on their experiences to explore how structural inequalities in gaming spaces—and culture more broadly—can themselves be gamed and overcome.

Video Game Addictive Symptom Level, Use Intensity, and Hedonic Experience: An Empirical Analysis of a Novel Survey Instrument (Preprint)

2021 ◽  
Author(s):  
Bhavneet Walia ◽  
Jeeyoon Kim ◽  
Ignatius Ijere ◽  
Shane Sanders
Keyword(s):  
Video Game ◽  
Dopamine Release ◽  
Internet Gaming Disorder ◽  
Video Gaming ◽  
Curvilinear Relationship ◽  
Internet Gaming ◽  
Symptom Level ◽  
Hedonic Experience ◽  
Group Play ◽  
The Relationship

UNSTRUCTURED We conducted a survey of 835 individuals who regularly play video games to determine the relationship between Video Gaming (VG) intensity of use and hedonic experience of the user. We divide the sample into four quartiles by self-reported VG addictive symptom level (from the Internet Gaming Disorder Scale) and conduct polynomial regressions separately for each quartile. We find that the higher VG addictive symptom level groups experience a U-shaped (curvilinear) relationship between hedonic experience and intensity of play, whereas groups with lower VG addictive symptom levels exhibit no such relationship. Due to sensitization and tolerance, we conclude that high-symptom groups experience frustration and disappointment until achieving excessive dopamine release, at which point their hedonic experience improves in additional play. Conversely, low-symptom groups experience no such fall-and-rise pattern. Members of the latter group play the game for the direct experience; therefore, their hedonic experience is more directly related to events occurring in the game than to the increasingly-elusive pursuit of excessive dopamine release. We also find that high-symptom groups spend substantially more time and money to support VG use and are much more likely to engage in VG use at the expense of other important activities, such as work, sleep, and eating.

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