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Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players

Author

Listed:
  • Hofman-Kohlmeyer Magdalena

    (University of Economics in Katowice, Department of Organisational Relationship Management, 1 Maja 50 St., 40-287Katowice, Poland)

Abstract

Purpose: The article sought to answer research questions regarding investigated branded content generated by players in simulation video games. How does the process work in video games? What are the characteristics of branded user-generated content in video games? To what extent players are willing to participate in branded content creation?

Suggested Citation

  • Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.
    • Handle: RePEc:vrs:jmbace:v:29:y:2021:i:1:p:61-87:n:1
    DOI: 10.7206/cemj.2658-0845.41
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    References listed on IDEAS

    as
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    6. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    7. Martí-Parreño, José & Bermejo-Berros, Jesús & Aldás-Manzano, Joaquín, 2017. "Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers' Memory," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 55-63.
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    10. repec:gdk:wpaper:12 is not listed on IDEAS
    11. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
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    More about this item

    Keywords

    user-generated content; branded content; video games; game modding;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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