5X7V0004 Department of Marketing, Retail and Tourism Assessment Solution

Published: 19 Feb, 2025

Category	Assignment	Subject	Business
University	Manchester Metropolitan University	Module Title	5X7V0004: Department of Marketing, Retail and Tourism

About This Sample

In this sample, You learn about the impact of influencers on social media platforms. This study finds that even though influencer marketing is becoming widespread in the gaming industry, there is still a research gap on how exactly influencers affect gamers' decisions to buy in-game items while playing F2P games. This work is therefore in an attempt to help fill that gap by examining the impact of Twitch and YouTube influencers on gamers' buying behaviour (Männikkö et al., 2020). The study will assess the roles that personal and platform attributes and relations to influencers play in game producers' purchase of virtual assets. Therefore, the specification of the study is to analyse the effects of posting on social media, collaborations with influencers, and promotional activities to explain how people make purchases of games and them in-game items.

Table of Content

Summary of Applied Research Proposal
Analysis of data

Theme identification
Respondents Profile
Analysis of themes based on interview findings
-> Background on gaming habits
-> Brand Presence and Marketing
-> Impact of Social Media Posting and Advertisements
-> Influencer Collaboration and Impact
-> Community Engagement and Social Interactions
-> Gamers' Perceptions and Motivations
-> Display of In-Game Items
-> Marketing Strategies and Gamer Preferences

Discussion: Analysis of Findings in Relation to Existing Literature

Implications of the findings
Advertising, marketing and influencer roles
Free to Play concept and strategic actions
Additional findings from the interviews
Community Engagement and Social Influence
Brand Collaborations and Advertising
The Role of Influencers in Shaping Consumer Decisions

Conclusions/recommendations

Insights into Gaming Preferences and Influential Factors in Player Behaviour
The Role of Personalization in Marketing Strategies for F2P Games
Insights on Brand Collaborations and Influencer Marketing in Gaming

Reflection

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