Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Results found: 2

first rewind previous Page / 1 next fast forward last

Search results

Search:
in the keywords:  Commercial promotion
help Sort By:

help Limit search:
first rewind previous Page / 1 next fast forward last
1
Publication available in full text mode
Content available

Games on Social Networks and the Promotion Within

100%
Mago Z.
Studia Ekonomiczne
|
2014
|
vol. 205
49-58
EN
Social networks are undoubtedly a phenomenon of current electronic and social communication. Their interactive nature in digital environment allows the use of both traditional and new marketing tools, such as online marketing, viral marketing and advergaming. Playing computer games via social networks has just become a very popular activity because it combines some advantages of computer games with communicability of social networks. The aim of the study is to determine the extent of advergaming on social networks and its importance as an interactive marketing tool, using a questionnaire about advergaming on Facebook, that belongs to the most widely used social networks not only in Slovakia, the Czech Republic and Poland, but also worldwide.
2
Publication available in full text mode
Content available

Brand Promotion Throught Computer Games on the Example of Second Life

80%
Laskowska-Witek J., Mitręga M.
Studia Ekonomiczne
|
2014
|
vol. 205
34-48
EN
The in-game advertising has become a popular marketing communication channel. Especially, the online MMORPG game is Second Life that has received particular interest in recent years. In this chapter we take a close look on attributes which make this game very close to the real world and thus more attractive to users. Secondly, we identified promotion tools that brands use to promote inside of the virtual world. Furthermore, we decided to adopt the perspective of Second Life gamers and explore their attitude and reactions to promotion of companies through the game. The results of our research suggests that the majority of users we interviewed did not notice in-game brand promotion inside of Second Life. The remaining players have positively perceived such promotion activities as: different types of public relations and sponsorship, however they admitted that they have no influence on their purchasing decisions
first rewind previous Page / 1 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.