Beyond product placement
In South Africa, advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the potential of...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1665 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1832593752068194304 |
|---|---|
| author | Bianca Wright |
| author_facet | Bianca Wright |
| author_sort | Bianca Wright |
| collection | DOAJ |
| description |
In South Africa, advergaming currently does not reach a mass audience because of the low
number of Internet users and the high cost of Internet access. However, as a brand communication
tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses
the potential of the mobile environment as a catalyst for enabling the use of advergaming as a
viral marketing tool in South Africa and proposes a theoretical model derived from an analysis of
existing literature and observation, for operationalising mobile advergaming.
|
| format | Article |
| id | doaj-art-12cf0f31d3ca429b858f7fa5165f06b7 |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-12cf0f31d3ca429b858f7fa5165f06b72025-01-20T08:54:19ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0130110.36615/jcsa.v30i1.1665Beyond product placementBianca Wright0https://orcid.org/0000-0002-4993-7895Nelson Mandela Metropolitan University In South Africa, advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the potential of the mobile environment as a catalyst for enabling the use of advergaming as a viral marketing tool in South Africa and proposes a theoretical model derived from an analysis of existing literature and observation, for operationalising mobile advergaming. https://journals.uj.ac.za/index.php/jcsa/article/view/1665South Africaadvergamingviral marketing toolInternetbrand communication toolliterature and observation |
| spellingShingle | Bianca Wright Beyond product placement Communicare South Africa advergaming viral marketing tool Internet brand communication tool literature and observation |
| title | Beyond product placement |
| title_full | Beyond product placement |
| title_fullStr | Beyond product placement |
| title_full_unstemmed | Beyond product placement |
| title_short | Beyond product placement |
| title_sort | beyond product placement |
| topic | South Africa advergaming viral marketing tool Internet brand communication tool literature and observation |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1665 |
| work_keys_str_mv | AT biancawright beyondproductplacement |