In Gaming Advertising: consumer perception of electronic games
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
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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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 |
_version_ |
1800217362654298112 |