Now showing items 11-20 of 29
Infiltrating an eTribe: Marketing to the Machinima [computerised games] community.
(Westburn Publishers Ltd, 2009)
Whilst recent literature on social networking theory has tended to concentrate on ‘brand communities’ (e.g. Cova et al., 2007) and off-line tribal behaviour (e.g. Moutinho et al., 2007), there is relatively sparse literature ...
Relational Trust and the Internet of Things
(Academy of Marketing Annual Conference, 2016)
The ‘Internet of Things’ (IoT) is an umbrella term covering a number of digital technologies which communicate with each other through geo-located devices such as smartphones, wearables or household appliances and are used ...
Gamifying a brand experience: insights from an explorative case
(Academy of Marketing Annual Conference, 2014)
Machinima: extending brand reach
An overview of content analysis
(The Marketing Review, 2003)
An investigation into gamification as a customer engagement experience environment
Purpose This study aims to provide empirically generated insights into a gamification approach to online customer engagement and behavior (CE and CEB). There is a substantive discrepancy between popular coverage and ...
Samsung Nation: A Gamified Experience