Viral Marketing, Concept Explication and Case Studies in the Video Game and Esports Industries PDF Download
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Author: Matthew Shiflet
Publisher:
ISBN:
Category : Social media
Languages : en
Pages : 95
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Book Description
For the purpose of this review, viral marketing is explained as the application of five connected components: Web 2.0, social media, virality, memes and marketing itself. In essence, memes disseminate virally through social media networks on the internet in ways that marketers can harness to reach consumers. But viral marketing is much more than creating funny image macros and hoping they go viral. The relevant components and their roles in viral marketing will be defined and explained in subsequent sections. The second portion of this paper will be dedicated to two brands that utilize viral marketing in intelligent ways. While the two topics of the case studies, Fortnite and Overwatch League, are very different in their approaches to viral marketing, both harness the power of viral marketing’s five components. While Fortnite utilizes a far-reaching approach, Overwatch League focuses on building a community that, to the members, feels closely-knit. Both strategies are proving successful for the brands and provide ample, vivid examples for how each component of viral marketing can be enacted. For Fortnite, this includes embracing user-generated content and partnering with EDM artist Marshmello. For Overwatch League, this means closing the gap between players and fans. Both unique strategies have earned their place in this paper for their understanding and implementation of viral marketing. Ultimately, my goal is to show that viral marketing is a legitimate strategy for the future and that there are pioneers in this moment achieving incredible feats through the approach.
Author: Matthew Shiflet
Publisher:
ISBN:
Category : Social media
Languages : en
Pages : 95
Get Book Here
Book Description
For the purpose of this review, viral marketing is explained as the application of five connected components: Web 2.0, social media, virality, memes and marketing itself. In essence, memes disseminate virally through social media networks on the internet in ways that marketers can harness to reach consumers. But viral marketing is much more than creating funny image macros and hoping they go viral. The relevant components and their roles in viral marketing will be defined and explained in subsequent sections. The second portion of this paper will be dedicated to two brands that utilize viral marketing in intelligent ways. While the two topics of the case studies, Fortnite and Overwatch League, are very different in their approaches to viral marketing, both harness the power of viral marketing’s five components. While Fortnite utilizes a far-reaching approach, Overwatch League focuses on building a community that, to the members, feels closely-knit. Both strategies are proving successful for the brands and provide ample, vivid examples for how each component of viral marketing can be enacted. For Fortnite, this includes embracing user-generated content and partnering with EDM artist Marshmello. For Overwatch League, this means closing the gap between players and fans. Both unique strategies have earned their place in this paper for their understanding and implementation of viral marketing. Ultimately, my goal is to show that viral marketing is a legitimate strategy for the future and that there are pioneers in this moment achieving incredible feats through the approach.
Author: Noprita Herari
Publisher: Sayak Pal
ISBN: 8196340257
Category : Antiques & Collectibles
Languages : en
Pages : 494
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Book Description
Millions of people are exposed to thousands of brands daily through different means, and we may categorise some as advertisements. William M. O’Barr calls it “conditioning of the consumers.” Advertisements can be analysed from different perspectives. For instance, Philip Nelson, in his study “Advertising as Information,” analyses advertisements based on the capacity of advertisements to direct the information toward the consumers, helping them separate one brand from another. Demetrios Vakratsas and Tim Ambler, in their study “How Advertising Works: What Do We Really Know?” discussed factors like “consumer’s belief and attitudes” and “behavioral effects” leading to purchasing behavior and brand choice. Research and advertising are intertwined, and it helps to explore the horizon of advertising that helps to improve the advertising industry. The book “Advertising: Methods, Research and Practices” offers a collection of concepts and perspectives like brand identity, buying habits, online advertising, digital gaming, political advertising, contemporary Indian advertising, new age advertising, the impact of advertising on food habits and consumption preferences, AI intervention in advertising, unethical advertising practices, chocolate advertising, marketing of toys, Digital marketing and advertising. The chapters also include metaphorical language in advertising, advertising appeals, e-sport marketing, sustainable advertising, celebrity and advertising, subliminal advertising, MSME and advertising, women in advertising, public service advertising, advertisement for positive behavior change, advertisements on menstrual health and hygiene and many more. Collectively, the chapters would help in understanding the different perspectives of advertising as practice as well as the dimensions of research requirements.
Author: Lisa Pike Masteralexis
Publisher: Jones & Bartlett Learning
ISBN: 1284254305
Category : Business & Economics
Languages : en
Pages : 553
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Book Description
Updated and revised with the latest data in the field, Principles and Practice of Sport Management, Seventh Edition provides students with the foundation they need to prepare for a variety of sport management careers. Offering an overview of the sport industry and coverage of the foundational knowledge and skills of the today's sport manager, this market leading text ensures that readers not only understand this dynamic field but have the tools and skills they need to pursue potential employment and career opportunitiesOffering an overview of the sport industry and coverage of the foundational knowledge and skills of the today's sport manager, this market leading text ensures that readers not only understand this dynamic field but have the tools and skills they need to pursue potential employment and career opportunities. Key Features: - New chapter on eSports introduces students to this rapidly developing billion-dollar industry which draws in gamers, spectators, teams, leagues, and sponsors increasingly in need of sport managers' expertise - Discussion on the impact of the COVID-19 pandemic on the sports industry - An expanded look at emerging and innovative forms of sports media in the Sports Communications Chapter. - Revamped Ethics chapter that addresses newly emerging issues and how sports managers should address them. - Interactive case studies and chapter questions offer opportunities to apply concepts and principles. - Student Workbook! This 190-page workbook within the Navigate Advantage includes activities for each chapter for additional practice and reinforcement. - Navigate Advantage Access (included with the printed text) unlocks a comprehensive and interactive eBook, a 190-page digital workbook with practice activities for each chapter, assessments, a full suite of instructor resources, and learning analytics reporting tools. - Unparalleled in instructor resources, including test banks, presentation slides, answer keys to case study questions, and more help facilitate class preparation.
Author: Astrid Ensslin
Publisher: Bloomsbury Publishing
ISBN: 0230357083
Category : Language Arts & Disciplines
Languages : en
Pages : 219
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Book Description
This innovative text examines videogames and gaming from the point of view of discourse analysis. In particular, it studies two major aspects of videogame-related communication: the ways in which videogames and their makers convey meanings to their audiences, and the ways in which gamers, industry professionals, journalists and other stakeholders talk about games. In doing so, the book offers systematic analyses of games as artefacts and activities, and the discourses surrounding them. Focal areas explored in this book include: - Aspects of videogame textuality and how games relate to other texts - the formation of lexical terms and use of metaphor in the language of gaming - Gamer slang and 'buddylects' - The construction of game worlds and their rules, of gamer identities and communities - Dominant discourse patterns among gamers and how they relate to the nature of gaming - The multimodal language of games and gaming - The ways in which ideologies of race, gender, media effects and language are constructed Informed by the very latest scholarship and illustrated with topical examples throughout, The Language of Gaming is ideal for students of applied linguistics, videogame studies and media studies who are seeking a wide-ranging introduction to the field.
Author: T. L. Taylor
Publisher: MIT Press
ISBN: 0262300478
Category : Games & Activities
Languages : en
Pages : 333
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Book Description
How a form of play becomes a sport: players, agents, referees, leagues, tournaments, sponsorships, and spectators, and the culture of professional computer game play. Competitive video and computer game play is nothing new: the documentary King of Kong memorably portrays a Donkey Kong player's attempts to achieve the all-time highest score; the television show Starcade (1982–1984) featured competitions among arcade game players; and first-person shooter games of the 1990s became multiplayer through network play. A new development in the world of digital gaming, however, is the emergence of professional computer game play, complete with star players, team owners, tournaments, sponsorships, and spectators. In Raising the Stakes, T. L. Taylor explores the emerging scene of professional computer gaming and the accompanying efforts to make a sport out of this form of play. In the course of her explorations, Taylor travels to tournaments, including the World Cyber Games Grand Finals (which considers itself the computer gaming equivalent of the Olympics), and interviews participants from players to broadcasters. She examines pro-gaming, with its highly paid players, play-by-play broadcasts, and mass audience; discusses whether or not e-sports should even be considered sports; traces the player's path from amateur to professional (and how a hobby becomes work); and describes the importance of leagues, teams, owners, organizers, referees, sponsors, and fans in shaping the structure and culture of pro-gaming. Taylor connects professional computer gaming to broader issues: our notions of play, work, and sport; the nature of spectatorship; the influence of money on sports. And she examines the ongoing struggle over the gendered construction of play through the lens of male-dominated pro-gaming. Ultimately, the evolution of professional computer gaming illuminates the contemporary struggle to convert playful passions into serious play.
Author: Hajli, Nick
Publisher: IGI Global
ISBN: 1466683546
Category : Business & Economics
Languages : en
Pages : 462
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Book Description
To survive in today’s competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Web 2.0 provides a useful tool in developing the relationships between business and consumer. The Handbook of Research on Integrating Social Media into Strategic Marketing explores the use of social networking and other online media in marketing communications, including both best practices and common pitfalls to provide comprehensive coverage of the topic. This book is intended for marketing professionals, business managers, and anyone interested in how social media fits into today’s marketing environments.
Author: Teresa de la Hera
Publisher: Amsterdam University Press
ISBN: 904853867X
Category : Design
Languages : en
Pages : 208
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Book Description
The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. However, despite the increasing interest in this marketing strategy, the potential of digital games as a medium to convey advertising messages remains unexploited. *Digital Gaming and the Advertising Landscape* explores the different ways advertising messages can be embedded within digital games. An interdisciplinary approach is used to help explain how persuasive communication works within digital games. It does so by forging new links within the area of game studies where the emphasis of this book clearly lies, while also taking up new subjects such as design theories and their relation to games as well as how this relationship may be used in a practical context.
Author: Aphra Kerr
Publisher: Routledge
ISBN: 1135114641
Category : Social Science
Languages : en
Pages : 388
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Book Description
In the last decade our mobile phones have been infiltrated by angry birds, our computers by leagues of legends and our social networks by pleas for help down on the farm. As digital games have become networked, mobile and casual they have become a pervasive cultural form. Based on original empirical work, including interviews with workers, virtual ethnographies in online games and analysis of industry related documents, Global Games provides a political, economic and sociological analysis of the growth and restructuring of the digital games industry over the past decade. Situating the games industry as both cultural and creative and examining the relative growth of console, PC, online and mobile, Aphra Kerr analyses the core production logics in the industry, and the expansion of circulation processes as game services have developed. In an industry dominated by North American and Japanese companies, Kerr explores the recent success of companies from China and Europe, and the emergent spatial politics as countries, cities, companies and communities compete to reshape digital games in the networked age.
Author: Ryan Rogers
Publisher: Rowman & Littlefield
ISBN: 1498589812
Category : Games & Activities
Languages : en
Pages : 251
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Book Description
Understanding Esports: An Introduction to the Global Phenomenon places professional Esports, a rapidly growing industry, in both the cultural and athletic landscape. This book explores how the rise of professional gaming has shaped—and been shaped by—media trends, interpersonal communication, and what it means to be classified as an athlete. Ryan Rogers has assembled contributors from a variety of backgrounds and experiences in order to provide a broad view of the history, experience, and impact of professional gaming. Scholars of media studies, communication, sports, and cultural studies will find this book especially useful.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1466615990
Category : Business & Economics
Languages : en
Pages : 1426
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Book Description
The popularity of e-marketing has helped both small and large businesses to get their products and services message to an unbounded number of potential clients. Keeping in contact with your customers no longer require an extended period of time but rather mere seconds.E-Marketing: Concepts, Methodologies, Tools, and Applications presents a vital compendium of research detailing the latest case studies, architectures, frameworks, methodologies, and research on e-marketing. With contributions from authors around the world, this three-volume collection presents the most sophisticated research and developments from the field, relevant to researchers, academics, and practitioners alike. In order to stay abreast of the latest research, this book affords a vital look into electronic marketing research.
