Role-Playing Games as a Model of Gamification Applied to Engagement of Online Communities

2022 ◽  
pp. 166-184
Author(s):  
Jose-M Jimenez-Pelaez ◽  
Juana Rubio-Romero
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Virtual Communities ◽  
Direct Interaction ◽  
Role Playing ◽  
Social Media Marketing ◽  
Qualitative Research Study ◽  
Role Playing Games ◽  
Engagement Strategies ◽  
Technological Advances

Recent technological advances have promoted a social change that affects all areas of society, but mainly communication and entertainment, where social networks play a primordial function as they facilitate sociability and the creation of virtual communities. So-called “social media marketing” facilitates direct interaction between brands and markets through the Internet. For this, new communication strategies have been implemented, oriented towards the active participation of the users to increase their engagement. Some of these are inspired by the main product of the entertainment industry, videogames, through gamification. However, not many research studies have focused on classic role-playing games (RPGs), despite being considered the types of games that create the greatest player involvement. This work enquires about the possibilities offered by these games for the implementation of social media marketing strategies. A qualitative research study was conducted in which the engagement strategies utilized by RPG were associated with those utilized in social networks.

Prospects for the use of modern technologies to increase student involvement

2020 ◽  
Vol 1 (1) ◽  
pp. 28-33
Author(s):  
Iu. V. Amelina ◽  
R. V. Amelin
Keyword(s):  
Social Networks ◽  
Information Technologies ◽  
Role Playing ◽  
Educational Process ◽  
State University ◽  
Role Playing Games ◽  
It Education ◽  
Interaction Plot ◽  
Role Playing Game ◽  
Live Action

The article discusses the prospects of role-playing games in the educational process to increase students’ motivation and involvement, as well as the possibility of modern information technologies (primarily social networks) for constructing innovative forms of such games. The author’s format of the live-action role-playing game is presented. It was developed and tested at the Saratov State University. It involves the integration of numerous educational tasks into a single plot, within which each participant plays a role and communicates with other participants to complete tasks. The main interaction, plot development and group activities occur in dialogs, conversations and groups of social networks. This approach has shown its viability in teaching legal disciplines, and also has prospects for use in IT education.

The features of transnational corporations’ advertisement in social networks

2019 ◽  
pp. 89-92
Author(s):  
Daniella Mushka ◽  
Yeva Erfan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Wide Spectrum ◽  
Subsequent Development ◽  
Transnational Corporations ◽  
Target Audience ◽  
Social Media Marketing ◽  
Scientific Article ◽  
The Social ◽  
The Given

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

scholarly journals Strategies of SMM Management, Comparison of Instagram and Facebook Social Networks

2017 ◽  
Vol 3 (5) ◽  
pp. 51
Author(s):  
Ramis Akhmedov
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Customer Relationship ◽  
Social Media Marketing ◽  
Crm System ◽  
Research Questions ◽  
Short Time ◽  
A Company ◽  
Potential Customers ◽  
The Ideal

<p class="Default">SMM occupies an important role in the lives of people and so many people are represented in social networks, it provides the ideal platform for companies so they can communicate with their current and potential customers. This study continues to explore how companies can use social media marketing to build and maintain relationships with customers. This investigates through conducted research questions. How SMM is effective in terms of CRM? Can Facebook replace CRM system? Why do people choose to follow a company on Instagram? To analyze more clearly the focus will be on Instagram and Facebook applications, which in a short time acquired great popularity among private users as well as among the companies. The purpose of this study is to indicate the integration of customer relationship management (CRM) with social media marketing (SMM) strategies, and defines its benefits for business.</p><p class="Default"> </p>

FRIENDVERTISING

2014 ◽  
pp. 190-215
Author(s):  
R. Gulay Ozturk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Content Analysis ◽  
Media Use ◽  
Online Advertising ◽  
Cultural Background ◽  
Social Media Marketing ◽  
Advertising Strategy ◽  
The Social ◽  
Made In

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

Is Social Media Marketing Really Working?

2013 ◽  
pp. 174-193 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Is Social Media Marketing Really Working?

2014 ◽  
pp. 1260-1279 ◽  
Author(s):  
Felipe Uribe Saavedra ◽  
Josep Rialp Criado ◽  
Joan Llonch Andreu
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Online Social Networks ◽  
Business Performance ◽  
Dynamic Capabilities ◽  
Social Media Marketing ◽  
Marketing Tool ◽  
Use Of Social Media ◽  
Marketing Intensity ◽  
The Impact

Online social networks have become the fastest growing phenomenon on the Internet and firms are beginning to take advantage of them as a marketing tool. However, the strategic importance of social media marketing is not yet clear, given the novelty and the difficulty of measuring its impact on business performance. This study uses data from 191 Spanish firms from several sectors to measure the impact of the intensity of use of social media marketing on the relationship between the dynamic capabilities of market orientation and entrepreneurial orientation, and business performance. The results provide evidence of the moderating effects of social media marketing intensity on the strength of the mentioned relations and the importance of a strong and committed marketing strategy on digital social networks for businesses.

Social Network Citizenship

2012 ◽  
pp. 339-357 ◽  
Author(s):  
Mina Seraj ◽  
Aysegul Toker
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Network ◽  
Conceptual Model ◽  
Online Social Networks ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Marketing Practice

This chapter describes and discusses the specificities of membership commitment to online social networks. While delineating these specificities, we introduce the concept of social network citizenship (SNC) to define the characteristics of committed network members. A conceptual model involving commencement, creation, change, and commitment is developed in order to establish the antecedents of this new concept. In addition, the implications for marketing practice are discussed to reveal how companies can acquire social network citizens to retain their social media marketing strategies successful.

scholarly journals A Case Study of Using Online Communities and Virtual Environment in Massively Multiplayer Role Playing Games (MMORPGs) as a Learning and Teaching Tool for Second Language Learners

2012 ◽  
Vol 3 (4) ◽  
pp. 1-15 ◽  
Author(s):  
Isara Kongmee ◽  
Rebecca Strachan ◽  
Alison Pickard ◽  
Catherine Montgomery
Keyword(s):  
Second Language ◽  
Language Learning ◽  
Language Learners ◽  
Virtual Communities ◽  
Second Language Learners ◽  
Role Playing ◽  
Learning And Teaching ◽  
Role Playing Games ◽  
Second Language Speakers ◽  
Massively Multiplayer

Massively Multiplayer Online Role Playing Games (MMORPGs) create large virtual communities. Online gaming shows potential not just for entertaining, but also in education. This research investigates the use of commercial MMORPGs to support second language teaching. MMORPGs offer virtual safe spaces in which students can communicate by using their target second language with global players. Using a mix of ethnography and action research, this study explores the students’ experiences of language learning and performing while playing MMORPGs. The results show that the use of MMORPGs can facilitate language development by offering fun, informal, individualised and secure virtual spaces for students to practise their language with native and other second language speakers.

scholarly journals Development of accounting for social media marketing services (SMM)

2021 ◽  
pp. 8-18
Author(s):  
I.M. Vygivska ◽  
D.O. Seletska ◽  
I.V. Semchuk
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Economic Effect ◽  
Social Media Marketing ◽  
Base Interaction ◽  
Customer Base ◽  
Regulatory Authorities ◽  
Conflict Situations ◽  
Main Production ◽  
The Cost

Accountants of agencies and studios that provide advertising services of this type ask themselves the question: «How to keep records of works on popularizing brands in social networks?». The current regulatory framework does not give clear recommendations on how to account for transactions in the provision of marketing services in social networks, and not so many foreign and Ukrainian specialists have studied the accounting nuances of SMM. Therefore, taking into account the specifics of the object under study, a number of proposals were made to the working chart of accounts in terms of synthetic accounting on accounts 23 «Main production» and 05 «Guarantees and collateral provided» for web studios and marketing agencies, which will allow differentiating the costs incurred in the process of activities and, along with this, improving the accounting process in terms of the formation of the cost of SMM services. The order of accounting reflection of the budget provided by the customer on the off-balance account is proposed, which allows you to control the movement of funds received and track the directions of their use. Inadequate documentation of SMM transactions raises many questions from the fiscal regulatory authorities. The article develops documentary support for the purposes of accounting for marketing services in social networks (SMM). The effect of the implementation of the developed form «Act of acceptance and transfer of services rendered for SMM» is the possibility of highlighting the volume of marketing work performed and confirmation of the economic effect obtained (increase in sales, customer base, interaction with the brand, etc.), which will prevent the occurrence of conflict situations between the customer of services and the SFSU authorities regarding the inclusion of VAT amounts in the tax credit and the possibility of avoiding the accrual of «compensating» tax liabilities.

scholarly journals Forming Partnership Relations by Applying Social Media Marketing Tools

2020 ◽  
Vol 4 (46) ◽  
pp. 201-209
Author(s):  
N. V. Proskurnina ◽  
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Value Chain ◽  
Performance Metrics ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Social Success ◽  
The Social ◽  
Marketing Activities ◽  
Digital Channels

The purpose of the article is to study the main digital channels of marketing activities and determine the methodology of building partnership relations in the value chain in social networks for retail operators. The research results in determining the basic digital channels, tools and technologies influencing the efficiency of carrying out the market promotion strategy for the goods produced by a retail enterprise. Several key benefits of using social media in the retail marketing strategy have been identified. The process of building partnership relations in the value chain in social networks has also been formed. Since the first step to building partnership relations in the value chain in social networks is to define goals and objectives, common goals for retail operators have been identified. It has been proved that the general goals for retail operators can be as follows: to increase brand awareness; to increase sales quality and return on investment; to create a loyal fan base. It has been pointed out that social media marketing can help to reach a number of goals, such as: increasing the web-site traffic; creating quality leads (perspective customers who have reacted in any way to the marketing interaction); constructing conversions; increasing brand awareness; creating the brand identity and a positive brand association; improving communication and interaction with target audiences. The social success cycle, comprising four stages (social listening, social influence, social network, social selling), has been mentioned, and the essence of each stage has been defined. Besides, the goals and performance metrics of each stage within the social success cycle have been summarized. The formation of methodological foundations for evaluating the effectiveness of marketing activities in the context of digital transformation using the generalized Harrington desirability function can serve as the prospect for further research.

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