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Marketing communications in social network games: Promotional design considerations in the online era

Author

Listed:
  • Killian, Ginger

    (Harmon College of Business & Professional Studies University of Central Missouri Warrensburg)

  • Mcclure, Todd

    (Harmon College of Business & Professional Studies University of Central Missouri Warrensburg)

Abstract

This paper examines a typology of social network game-based promotion effectiveness utilising postings from an online gaming community message board. Building upon a typology to assess promotional game design1 ‘Marketing promotions in social network games: Making them work’, the authors test the F-M typology framework, which includes the axes of functional congruency (in-game versus out-of-game promotions) and motivational congruency (promotional offering aligns with players’ motivations for playing the game versus a promotional offering that does not align with player motivations for playing the game). To substantiate the typology, this study examined 3,086 message board posts related to four branded promotions within a social network game (Farmville). Additional congruency issues associated with in-game promotions were also discussed.

Suggested Citation

  • Killian, Ginger & Mcclure, Todd, 2019. "Marketing communications in social network games: Promotional design considerations in the online era," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(3), pages 282-294, December.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:3:p:282-294
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    More about this item

    Keywords

    social network games; in-game promotions; gaming; marketing communications;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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