Product placement and gaming YouTubers: A new way to communicate with gamers / Tom LAGET-HANEGRAAFF / 2019

Titre : Product placement and gaming YouTubers: A new way to communicate with gamers Type de document : Mémoire Auteurs : Tom LAGET-HANEGRAAFF, Auteur Année de publication : 2019 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management PLACEMENT DE PRODUIT ; RESEAU SOCIAL ; WEBMARKETING ; JOUET ET JEU SECTEUR Résumé : Gaming community is omnipresent on YouTube. The stakes and opportunities for brands to communicate on Google's social media are high. In fact, product placement on YouTube is becoming more and more popular. This Seminar Paper focuses on the impact of gaming YouTubers’ product placements on their audience. Changes in attitude and purchase intent for the brand/product placed are measured. Overall, the results show positive signs on its effectiveness on these two variables. Beyond that, the survey shows moderating variables that modulate the effectiveness of these influence campaigns. The results show that the style and the choice of the YouTuber are essential. The gamer is more receptive to gaming product placement than one not very congruent with the YouTuber. Moreover, it has been shown that this kind of commercial operation combined with an entertaining content has a much greater impact than a more intrusive placement. However, there is nothing in this study to suggest that the size of a YouTuber's community plays a role in the impact of the commercial operation on its audience. Note de contenu : Bibliographie p. 27-29 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494622