5X7V0004 Department of Marketing, Retail and Tourism Assessment Solution

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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