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

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

Journal of Management and Business Administration. Central Europe, 2021, vol. 29, issue 1, 61-87

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?

Keywords: user-generated content; branded content; video games; game modding (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/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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