Komunikacja marketingowa w grach komputerowych - współczesne kierunki badań

• Authors: Hofman-Kohlmeyer Magdalena

Title variants

EN

Marketing communication in computer games - contemporary directions of research

• Languages of publication: PL

Abstracts

PL

Szybki rozwój nowych mediów, w tym Internetu, oraz ciągłe poszukiwanie przez reklamodawców nowych sposobów dotarcia do klienta przyczyniły się do powstania nowej formy komunikacji marketingowej, jaką jest advergaming. Ta nowa forma promocji szybko przyciągnęła zainteresowanie naukowców. Niniejszy artykuł przedstawia charakterystykę advergamingu oraz współczesne kierunki badań tego zjawiska oparte na przeglądzie literatury przedmiotu. Najczęściej analizowano wpływ poszczególnych cech lokowania produktu w grach wideo na skuteczność przekazu. Do takich cech należały m.in. stopień widoczności marki czy zgodność produktu z wątkiem gry. Część końcową rozważań stanowi podsumowanie przeglądu badań dostępnych w literaturze oraz najczęściej wymieniane przez autorów zalecenia do przyszłych badań.

EN

Rapid grow of new media, especially Internet, and advertisers’ seeking new means of marketing communication, contributed to the creation of a new tool, known as an advergame. This new form of promotion has quickly attracted attention of researchers. This article is aimed to give an outlook on present research in the field of advertising embedded in game environment. The author represents a literature review. Vast majority of survey investigated influence of particular factors of product placement on effectiveness, such as prominence of placement or congruence of product and the game plot. The final part of the article presents some conclusions and suggestions for future research.

Keywords

PL

Advergame; Product placement; Reklama w grach komputerowych

EN

Advergame; In-game advertisement; Product placement

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2017
• Volume: 328
• Pages: 70-82

Contributors

author

Hofman-Kohlmeyer Magdalena

• Uniwersytet Ekonomiczny w Katowicach. Wydział Informatyki i Komunikacji. Katedra Zarządzania Relacjami Organizacji

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Identifiers

ISSN

2083-8611