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

Ginger Killian and Todd Mcclure
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Ginger Killian: Harmon College of Business & Professional Studies University of Central Missouri Warrensburg
Todd Mcclure: Harmon College of Business & Professional Studies University of Central Missouri Warrensburg

Journal of Brand Strategy, 2019, vol. 8, issue 3, 282-294

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.

Keywords: social network games; in-game promotions; gaming; marketing communications (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:3:p:282-294

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