...Naser Pourazad; Ehsan Abedin; Jacqueline Burgess Purpose This study aims to examine how video game brand communities express online brand advocacy, revealing distinct patterns of consumer engagement that challenge traditional marketing approaches. By drawing on social identity theory, authentic...

... protection Advergames Consumer ethics Video games Brand choice Digital marketing Luisa Agante can be contacted at: lagante@gmail.com Companies are facing a world of opportunities regarding digital media and are thus moving their investment toward these new media. According to Statista...

... category (video game consoles). Future studies should investigate other platforms and product categories to improve generalizability. Practical implications Managers should carefully strategize their use of Twitter, especially the use of language and account type, as they can significantly affect firm...

... be contacted at: sreejeshibs@gmail.com © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Media Brand awareness Advertising Experimental design Video games Online buying behavior Enhancing consumers’ brand recall involves the integration...

...Michael Barone David   Edery and Ethan   Mollick . Changing the Game: How Video Games are Transforming the Future of Business . Upper Saddle River, NJ : FT Press   2008 . 218 pp.   $24.99 US (hardcover) 1st edition www.ftpress.com © Emerald Group Publishing Limited...