dc.creator | Jiménez-Marín, Gloria | es |
dc.creator | González Madroñal, Marta | es |
dc.creator | Galiano Coronil, Araceli | es |
dc.date.accessioned | 2023-01-11T09:01:05Z | |
dc.date.available | 2023-01-11T09:01:05Z | |
dc.date.issued | 2021 | |
dc.identifier.citation | Jiménez-Marín, G., González Madroñal, M. y Galiano Coronil, A. (2021). Social Media Marketing and gamer events: the case of the launch of Apex Legends as a model of entrepreneurship. International Journal of Entrepreneurship, 25 (4S). | |
dc.identifier.issn | 1099-9264 | es |
dc.identifier.issn | e 1939-4675 | es |
dc.identifier.uri | https://hdl.handle.net/11441/141120 | |
dc.description.abstract | Spain has become the ninth largest gamer market in the world in terms of the number of
eSports players. The participants correspond to a profile of a young public susceptible to be
approached in an effective and efficient way by the digital marketing. In this sense, new
technologies have altered the traditional role of the receiver, forcing communicators to
implement new communication strategies to interact with this target.
In parallel, the so-called influence marketing starts from the use of social networks on a
regular basis to communicate with their followers. The aim of this study is, therefore, to deduce
the possible instrumentalization of event organization as a specific management and
communication tactic in the video game industry through influence marketing. And, besides, to
check whether this type of campaign is effective or not. To do so, we start with the methodology
of discourse analysis and direct observation, through the monitoring of content creators,
completed with the bibliographic technique. The results obtained confirm the use of influence
marketing as an effective technique for achieving advertising and communication objectives.
Influence marketing is a key element in the purchasing process as a prescriber, due to the
credibility it implies. The organization of events is a more persuasive and effective form of twoway communication than traditional advertising campaigns. | es |
dc.format | application/pdf | es |
dc.format.extent | 10 p. | es |
dc.language.iso | eng | es |
dc.publisher | Allied Business Academies | es |
dc.relation.ispartof | International Journal of Entrepreneurship, 25 (4S). | |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Internacional | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Advertising | es |
dc.subject | ESports | es |
dc.subject | Events | es |
dc.subject | Influence Marketing | es |
dc.subject | Social Networks | es |
dc.title | Social Media Marketing and gamer events: the case of the launch of Apex Legends as a model of entrepreneurship | es |
dc.type | info:eu-repo/semantics/article | es |
dc.type.version | info:eu-repo/semantics/publishedVersion | es |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | es |
dc.contributor.affiliation | Universidad de Sevilla. Departamento de Comunicación Audiovisual, Publicidad y Literatura | es |
dc.relation.publisherversion | https://www.abacademies.org/articles/social-media-marketing-and-gamer-events-the-case-of-the-launch-of-apex-legends-as-a-model-of-entrepreneurship-12672.html | es |
dc.contributor.group | Universidad de Sevilla. SEJ624: International Research of Advertising, Communication and Marketing Mix | es |
dc.journaltitle | International Journal of Entrepreneurship | es |
dc.publication.volumen | 25 | es |
dc.publication.issue | 4S | es |