• Title/Summary/Keyword: 애드버게임

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Impact of Online Banner Type on Willingness to Watch Movie (온라인배너타입이 영화관람의향에 미치는 영향 -애니메이션, 공포, SF액션 장르의 영화를 대상으로-)

  • Kim, Hyo-Jin;Ko, Jeong-Min
    • The Journal of the Korea Contents Association
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    • v.16 no.3
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    • pp.137-148
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    • 2016
  • The purpose of this study is to examine viewers' intentions to watch movies after viewing online banner advertisements of movies, and verify the mediation effect of flow and association to research how the interactivity of movie banner advertisements influences viewers. For the study, trailer and advergame banners for three genres of movies were made, and an online survey was conducted with 146 adults. As a result, based on 5 hypothesis tests, the study enables us to conclude that the interactivity of the advergame banners results in a higher viewer intention of watching movies compared to trailer banners by inducing a flow experience among banner users not an association experience.

A Study on Marketing Methods According to Roblox Main User Characteristics: Focused on Nike and Gucci (로블록스 주 이용자 특징에 따른 마케팅 방식 연구 : 나이키, 구찌를 중심으로)

  • Baek Kyounghwa;Ha Euna
    • The Journal of the Convergence on Culture Technology
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    • v.9 no.4
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    • pp.229-238
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    • 2023
  • This study is to identify marketing methods that are different from the existing ones on the Metaverse platform, where new business models and industrial ecosystems are being formed. The purpose of this study is to identify how brand marketing methods are differentiated according to the type of metaverse and the characteristics of the main users who use metaverse. The research method was a case analysis method, and Roblox, which currently has the largest number of active users, was selected. We closely analyzed how Nike and Gucci brands market by reflecting the characteristics and consumption patterns of Alpha Generation and Generation Z, the main users of Roblox. The results of the analysis are as follows. First, it is approaching with enjoyable content, including games, rather than direct marketing. Second, the content provided contains the brand's story and philosophy. Third, it takes a method of linking virtual and reality. Lastly, through Metaverse, Brands are identifying the tastes of future potential customers and collecting data for customized services.