Online game experiences: The perspective of experiental marketing
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
IGI Global
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
The fact that businesses begin to reach consumers through online media and digital channels triggers consumers to experience new experiences. Therefore, creating new experiences for consumers in the online environment and determining which factors affect consumer experiences in the online environment gain importance for marketing managers in determining forward-looking strategies. With the digital transformation experienced, the game industry's becoming an increasingly important market has enabled the concept of games to become a marketing tool. This affects consumer behavior, experience, and satisfaction. So, one way to create new experiences for consumers online is to use games and new digital marketing tools integrated into the game concept. From this point of view, in this chapter, game market, game concept, game experience, gamification, product placement advergame, flow theory, and motivation theory will be discussed in terms of experiential marketing. © 2022, IGI Global.
Açıklama
Anahtar Kelimeler
Kaynak
Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices
WoS Q Değeri
Scopus Q Değeri
N/A
