In Gaming Advertising: consumer perception of electronic games

Detalhes bibliográficos
Autor(a) principal: Morais, Luis Fernando do Nascimento
Data de Publicação: 2022
Outros Autores: Costa, Barbara Regina Lopes, Castro, Célio Alves de, Araújo, Richard Medeiros de
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Diálogo
Texto Completo: https://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/9674
Resumo: The present study aims to identify whether electronic game players pay attention to brands inserted in electronic games. The games market grew due to the pandemic of the new Corona virus, since the consumer started to access electronic games for a longer time, arousing the interest of companies in promoting their brand through the most diverse platforms in electronic games, being a strategy of visibility and approximation with the sector's consumers. In order to reach the stipulated objective, an online questionnaire was applied, in a sample by access, with consumers of electronic games published on social media, Discord Facebook and WhatsApp, and for operational reasons the study was limited to the state of São Paulo. Paulo, for being a state that has great influence in the electronic games market. The result of the research identified that consumers of electronic games pay attention to advertisements inserted in the context of games and feel attracted by the brands and products present in the games.
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spelling In Gaming Advertising: consumer perception of electronic gamesIn Gaming Advertising: a percepção do consumidor de jogos eletrônicosElectronic gamesIn game AdvertisingconsumersadvertisingJogos eletrônicosIn game AdvertisingconsumidorespublicidadeThe present study aims to identify whether electronic game players pay attention to brands inserted in electronic games. The games market grew due to the pandemic of the new Corona virus, since the consumer started to access electronic games for a longer time, arousing the interest of companies in promoting their brand through the most diverse platforms in electronic games, being a strategy of visibility and approximation with the sector's consumers. In order to reach the stipulated objective, an online questionnaire was applied, in a sample by access, with consumers of electronic games published on social media, Discord Facebook and WhatsApp, and for operational reasons the study was limited to the state of São Paulo. Paulo, for being a state that has great influence in the electronic games market. The result of the research identified that consumers of electronic games pay attention to advertisements inserted in the context of games and feel attracted by the brands and products present in the games.O presente estudo tem como objetivo identificar se os jogadores de jogos eletrônicos se atentam às marcas inseridas nos jogos eletrônicos. O mercado de games teve crescimento devido à pandemia do novo Corona vírus, uma vez que o consumidor passou a acessar por mais tempo os jogos eletrônicos, despertando o interesse das empresas em divulgar sua marca através das mais diversas plataformas nos jogos eletrônicos, sendo uma estratégia de visibilidade e de aproximação com os consumidores do setor. A fim de chegar no objetivo estipulado, foi aplicado um questionário on-line, em uma amostra por acesso, junto aos consumidores de jogos eletrônicos divulgado em mídias sociais, Discord Facebook e WhatsApp, e por razões operacionais o estudo foi limitado ao estado de São Paulo, por ser um estado que possui grande influência no mercado de jogos eletrônicos. O resultado da pesquisa identificou que os consumidores de jogos eletrônicos se atentam as publicidades inseridas no contexto de jogos e se sentem atraídos pelas marcas e produtos presentes nos jogos.Universidade LaSalle - Unilasalle Canoas2022-11-28info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/967410.18316/dialogo.v0i50.9674Diálogo; n. 50 (2022)2238-9024reponame:Revista Diálogoinstname:Universidade La Salle (UNILASALLE)instacron:UNILASALLEporhttps://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/9674/pdfCopyright (c) 2022 Diálogoinfo:eu-repo/semantics/openAccessMorais, Luis Fernando do NascimentoCosta, Barbara Regina LopesCastro, Célio Alves deAraújo, Richard Medeiros de2022-12-26T18:17:15Zoai:ojs.revistas.unilasalle.edu.br:article/9674Revistahttps://revistas.unilasalle.edu.br/index.php/DialogoONGhttps://revistas.unilasalle.edu.br/index.php/Dialogo/oairevistas@unilasalle.edu.br||dialogo@unilasalle.edu.br2238-90241519-3640opendoar:2022-12-26T18:17:15Revista Diálogo - Universidade La Salle (UNILASALLE)false
dc.title.none.fl_str_mv In Gaming Advertising: consumer perception of electronic games
In Gaming Advertising: a percepção do consumidor de jogos eletrônicos
title In Gaming Advertising: consumer perception of electronic games
spellingShingle In Gaming Advertising: consumer perception of electronic games
Morais, Luis Fernando do Nascimento
Electronic games
In game Advertising
consumers
advertising
Jogos eletrônicos
In game Advertising
consumidores
publicidade
title_short In Gaming Advertising: consumer perception of electronic games
title_full In Gaming Advertising: consumer perception of electronic games
title_fullStr In Gaming Advertising: consumer perception of electronic games
title_full_unstemmed In Gaming Advertising: consumer perception of electronic games
title_sort In Gaming Advertising: consumer perception of electronic games
author Morais, Luis Fernando do Nascimento
author_facet Morais, Luis Fernando do Nascimento
Costa, Barbara Regina Lopes
Castro, Célio Alves de
Araújo, Richard Medeiros de
author_role author
author2 Costa, Barbara Regina Lopes
Castro, Célio Alves de
Araújo, Richard Medeiros de
author2_role author
author
author
dc.contributor.author.fl_str_mv Morais, Luis Fernando do Nascimento
Costa, Barbara Regina Lopes
Castro, Célio Alves de
Araújo, Richard Medeiros de
dc.subject.por.fl_str_mv Electronic games
In game Advertising
consumers
advertising
Jogos eletrônicos
In game Advertising
consumidores
publicidade
topic Electronic games
In game Advertising
consumers
advertising
Jogos eletrônicos
In game Advertising
consumidores
publicidade
description The present study aims to identify whether electronic game players pay attention to brands inserted in electronic games. The games market grew due to the pandemic of the new Corona virus, since the consumer started to access electronic games for a longer time, arousing the interest of companies in promoting their brand through the most diverse platforms in electronic games, being a strategy of visibility and approximation with the sector's consumers. In order to reach the stipulated objective, an online questionnaire was applied, in a sample by access, with consumers of electronic games published on social media, Discord Facebook and WhatsApp, and for operational reasons the study was limited to the state of São Paulo. Paulo, for being a state that has great influence in the electronic games market. The result of the research identified that consumers of electronic games pay attention to advertisements inserted in the context of games and feel attracted by the brands and products present in the games.
publishDate 2022
dc.date.none.fl_str_mv 2022-11-28
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/9674
10.18316/dialogo.v0i50.9674
url https://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/9674
identifier_str_mv 10.18316/dialogo.v0i50.9674
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistas.unilasalle.edu.br/index.php/Dialogo/article/view/9674/pdf
dc.rights.driver.fl_str_mv Copyright (c) 2022 Diálogo
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2022 Diálogo
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade LaSalle - Unilasalle Canoas
publisher.none.fl_str_mv Universidade LaSalle - Unilasalle Canoas
dc.source.none.fl_str_mv Diálogo; n. 50 (2022)
2238-9024
reponame:Revista Diálogo
instname:Universidade La Salle (UNILASALLE)
instacron:UNILASALLE
instname_str Universidade La Salle (UNILASALLE)
instacron_str UNILASALLE
institution UNILASALLE
reponame_str Revista Diálogo
collection Revista Diálogo
repository.name.fl_str_mv Revista Diálogo - Universidade La Salle (UNILASALLE)
repository.mail.fl_str_mv revistas@unilasalle.edu.br||dialogo@unilasalle.edu.br
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