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Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players

100%
Hofman-Kohlmeyer M.
Central European Management Journal
|
2021
|
vol. 29(1)
61-87
EN
Purpose: The article sought to answer research questions regarding investigated branded content generated by players in simulation video games. How does the process work in video games? What are the characteristics of branded user-generated content in video games? To what extent players are willing to participate in branded content creation? Methodology: I conducted 20 in-depth interviews among Polish players, with the application of snowball sampling. The study participants were adult users of chosen simulation video games: The Sims, Second Life, and Euro Truck Simulator 2. Findings: We can distinguish content based on game mechanism, official add-ons, or game modding. Players frequently check some brands from a set offered by game developers and create content (e.g. in The Sims users can design house interiors with IKEA furniture). Some players are not satisfied by what a game offers and generate content based on modding (e.g. DHL trucks or McDonald’s restaurants inside the Euro Truck Simulator 2). In this respect, the article refers to Smith’s, Fischer’s, and Yongjian’s content dimensions. Branded game modifications described by respondents are characterized by a high level of similarity towards real brands and positive brand sentiment (valence). I noted no statement about player and marketer (brand) communication in gathered material. The biggest challenge for practitioners in the field of UGC in video games is how to manage brand messages. Practical Implications: Brand-related user-generated content is an important phenomenon in terms of the brand-building process and its impact on brand reception, which all require marketers’ attention. For game developers, such a content is a source of information about customer expectations. Players show their personal expectations by game modding. Originality/Value: Brand-related content generated by users is frequently associated with social media. The scholarship shows a lack of knowledge of branded user-generated content in video games.
2
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Mapping research on user-generated content in the service sector - a bibliometric analysis

88%
Wąsowicz-Zaborek E.
Marketing Instytucji Naukowych i Badawczych
|
2023
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vol. 49
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issue 3
65-100
EN
The Web 2.0 era and the following phases of web development bring new challenges to businesses, but also new opportunities to establish and maintain relationships with market participants, indulge in direct contact with customers and learn about their needs, emotions and opinions. The advancement of content creation and sharing technologies creates an opportunity to collect information from anyone with access to the Internet. User-generated content (UGC) information is increasingly supporting decision-making and analysis for various types of business, management or marketing activities. Such information is also increasingly used as a source of data in scientific research. The present study seeks to evaluate the relevance of UGC in scientific research and the scope and ways in which content created by Internet users can be used by researchers of phenomena existing in the service sector. To achieve this goal, a bibliometric literature review (quantitative analysis of publications, identification of research collaborators, co-author analysis, co-citation analysis and co-word analysis) was conducted covering articles between 2012 and 2022 published in journals indexed in the Scopus database. The analysis used descriptive statistics and text and content analysis. A significant increase was observed in publications between 2020 and 2022. Among the various service branches, the researchers most often chose data sets in the form of comments posted online by customers of tourism industries, mainly those using accommodation services, but also restaurants. TripAdvisor was observed to be the most frequently used data source. In their analysis, the authors used both qualitative and quantitative methods, as well as a combination of them. It is observed that more sophisticated machine learning algorithms have been implemented for text analysis. Finally, the paper also presents future research recommendations.
3
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Diskursive Konstituierung von Wissen in onlinebasierten Social Media Plattformen

63%
Rybszleger P.
tekst i dyskurs - text und diskurs
|
2016
|
issue 9
81-98
PL
W artykule poruszono problem generowania, przekazywania i zarządzania wiedzą w środowisku mediów społecznych w Sieci 2.0. Autor zakłada przy tym, że najważniejszym elementem społeczeństwa Sieci w odniesieniu do Web 2.0, dopuszczającego nieograniczoną dwustronną komunikację, jest tzw. inteligencja kolektywna/zbiorowa użytkowników Sieci (ang. networked intelligence). W ten sposób definiowana inteligencja przejawia się na różnych polach (np. w kształceniu, mediach czy w polityce) i rozumiana jest jako suma wszystkich wpisów „obywateli” społeczeństwa sieciowego w Internecie. Wszelkie zmiany w procesach uczenia się, w polityce czy gospodarce podlegają przy tym naczelnej zasadzie tzw. wspólnego działania. Tym sposobem powstają względnie luźno powiązane ze sobą sieci społeczne (zazwyczaj skupione wokół jednego tematu), których członkowie m.in. pracują nad wspólnymi projektami (np. encyklopedie online, czyli tzw. wiki), wspólnie rozwiązują różne problemy (np. na forach tematycznych czy blogach), lub w inny sposób przyczyniają się do budowania wspólnych cyfrowych zasobów wiedzy (np. poprzez tworzenie elementów multimedialnych). Przedstawiony w artykule model dyskursywnego konstytuowania wiedzy obejmuje zarówno jej konstruowanie, negocjowanie poprzez argumentację w grupie, jak i jej dystrybucję i ewentualne zapisywanie w formie cyfrowej. W artykule pokazano proces konstruowania wiedzy w środowisku social media, szczególnie w odniesieniu do elementów tekstualnych i multimedialnych. Poza tym przedstawiono rolę elementów tekstualnych i multimedialnych w procesie konstytuowania się wiedzy.
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