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Marketing communications in social network games: Promotional design considerations in the online era
Journal of Brand Strategy,
8
(3),
282-294
(2019)
Abstract
This paper examines a typology of social network game-based promotion effectiveness utilising postings from an online gaming community message board. Building upon a typology to assess promotional game design1 ‘Marketing promotions in social network games: Making them work’, the authors test the F-M typology framework, which includes the axes of functional congruency (in-game versus out-of-game promotions) and motivational congruency (promotional offering aligns with players’ motivations for playing the game versus a promotional offering that does not align with player motivations for playing the game). To substantiate the typology, this study examined 3,086 message board posts related to four branded promotions within a social network game (Farmville). Additional congruency issues associated with in-game promotions were also discussed.
Keywords: social network games; in-game promotions; gaming; marketing communications
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Author's Biography
Ginger Killian (PhD, University of Georgia) is Associate Dean and MBA Director at the University of Central Missouri (UCM). Prior to pursuing her PhD, Killian worked for several Fortune 500 companies, including Philips Electronics, American Honda Motor Company and Allstate Insurance. In her current role, Killian is employing her marketing skills to grow the MBA and other programmes in the Harmon College of Business; her recent MBA programme redesign and marketing strategy has resulted in more than 200 per cent growth in less than a year. She is also working with university leadership to develop similar marketing strategies for all programmes across campus. Killian also enjoys teaching Digital Marketing courses at the MBA level, including Customer Relationship Management and Inbound Marketing Strategy.
Todd Mcclure (PhD, Southern Illinois University Carbondale) is Assistant Professor of Marketing at the University of Central Missouri (UCM). Prior to pursuing his PhD, Dr McClure was a Professional Golfers’ Association (PGA) professional and has managed operations at golf courses in the Southwest and Midwest regions. Dr McClure also serves as the Marketing Program Coordinator and Faculty Athletics Representative at UCM. His teaching responsibilities include Principles of Marketing, Services Marketing and Brand Management courses.
