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Effects and opportunities of mobile advergames into brand management and marketing: a content analysis

Effects and opportunities of mobile advergames into brand management and marketing: a content analysis
Effects and opportunities of mobile advergames into brand management and marketing: a content analysis
In advergames, game design can be used as a way to understand aspects of user interaction and brand management. With the integration with mobile technologies, it’s necessary to investigate the impact of this platform in the design of mobile advergames. The objective of our work is to develop an overview of the application of elements of mobile advergames into brand management and marketing strategies. In the first section we identify the main elements of mobile advergames. Then we illustrate the scenario of previous research in advergames, including elements to be analyzed and classified. To conclude we investigate the relationship between mobile advergames affordances and brand management, outlining the impact of each element into marketing strategies involving advergames.
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary B.
3a594558-6921-4e82-8098-38cd8d4e8aa0
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary B.
3a594558-6921-4e82-8098-38cd8d4e8aa0

Wanick Vieira, Vanissa, Ranchhod, Ashokkumar and Wills, Gary B. (2014) Effects and opportunities of mobile advergames into brand management and marketing: a content analysis. At International Conference on Information Society (i-Society 2014) International Conference on Information Society (i-Society 2014), United Kingdom. 10 - 12 Nov 2014. 2 pp.

Record type: Conference or Workshop Item (Paper)

Abstract

In advergames, game design can be used as a way to understand aspects of user interaction and brand management. With the integration with mobile technologies, it’s necessary to investigate the impact of this platform in the design of mobile advergames. The objective of our work is to develop an overview of the application of elements of mobile advergames into brand management and marketing strategies. In the first section we identify the main elements of mobile advergames. Then we illustrate the scenario of previous research in advergames, including elements to be analyzed and classified. To conclude we investigate the relationship between mobile advergames affordances and brand management, outlining the impact of each element into marketing strategies involving advergames.

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More information

Published date: November 2014
Additional Information: Extended abstract sent to the conferenceFunded by CAPES (Coordenação de Aperfeiçoamento de Pessoal de Nível Superior): Science Without Borders
Venue - Dates: International Conference on Information Society (i-Society 2014), United Kingdom, 2014-11-10 - 2014-11-12
Related URLs:
Organisations: Electronics & Computer Science, Winchester School of Art

Identifiers

Local EPrints ID: 370041
URI: https://eprints.soton.ac.uk/id/eprint/370041
PURE UUID: d93ab2d3-4040-4847-bb39-4272f3e753ef
ORCID for Vanissa Wanick Vieira: ORCID iD orcid.org/0000-0002-6367-1202
ORCID for Ashokkumar Ranchhod: ORCID iD orcid.org/0000-0003-4269-8825
ORCID for Gary B. Wills: ORCID iD orcid.org/0000-0001-5771-4088

Catalogue record

Date deposited: 20 Oct 2014 11:27
Last modified: 06 Jun 2018 13:03

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Contributors

Author: Gary B. Wills ORCID iD

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