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Brand Promotion Throught Computer Games on the Example of Second Life

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Laskowska-Witek J., Mitręga M.

Studia Ekonomiczne

2014

vol. 205

34-48

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

Wykorzystanie chatterbota w promocji specjalności

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Kajfosz K.

Studia Ekonomiczne

2014

vol. 199

92-98

The aim of this article is to present what chatbots are and where they can be applied. We described the chatbot Wincenty which promotes the Knowledge Engineering specialization offered by University of Economics in Katowice. We also presented our researches how students consider Wincenty. At the end we indicated advantages of using chatbots.

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2 Studia Ekonomiczne

1 Kajfosz K.

1 Laskowska-Witek J.

1 Mitręga M.

2 2014

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Brand Promotion Throught Computer Games on the Example of Second Life

Wykorzystanie chatterbota w promocji specjalności