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4
Some examples will be given to illustrate these ideas. It should be noted however, the
content analysis in this thesis is a combination of the author, and is different from the
scientific research methodologies.
Chapter 4 – This chapter continues to summarize some recommendations for game
companies’ social media framework. The strategies in Chapter 3 will be evaluated using
findings from the interviews.
Chapter 5 – Following the analysis in Chapter 3 & 4, the author lays out his proposal for
the best social media practices for video games. In addition, some strategies are
recommended for each component of the framework.
Chapter 6 – Following the analysis of the current social media scope for video games,
this chapter looks beyond the current practices to the future of social communication for
the video game industry. Based on the research, the author gives his predictions for the
possible future trends in the social media framework that have been discussed in the
previous chapters.
Chapter 7 – This chapter is a conclusion of all the analysis and recommendations, and
also includes a primer, which gives an overview of the PR strategies and tactics analyzed
above. A summary is made based on all the “do’s” and “don'ts.” Some suggestions for
Object Description
| Title | Social media's role, utility, and future in video game public relations |
| Author | Zhang, Yun |
| Author email | zhangyun@usc.edu; raynezhang121@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-20 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-04-26 |
| Advisor (committee chair) | Burghardt Tenderich |
| Advisor (committee member) |
Jay, Wang Dimitri Williams |
| Abstract | As two industries that rely on the evolution of computer and information technologies, video game and social media have undergone tremendously rapid development in a short period of time. At the same time, both industries share a similar user group, too. The two similarities lead to the author’s belief that there is a natural compatibility between the two seemingly irrelevant industries, and that social media is an effective and efficient channel for video game marketing and PR.; Therefore, this thesis is intended to explore the state of marketing/public relations activities of the video game industry in the new social media context. It explores the social-network presence of some popular video games, the online communication strategies/tactics employed by their companies, and the effectiveness of such activities. Based on these analyses, the author proposes a comprehensive social media framework for video games, and recommends corresponding PR/marketing strategies as well.; The thesis also includes the author’s predictions on the possible social media trends for video games in the future. As conclusion, the author provides a primer that lists recommended social media “do’s” and “don’ts” for game companies. |
| Keyword | public relations; video game; social media; marketing; communication |
| Coverage date | 2000/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3784 |
| Contributing entity | University of Southern California |
| Rights | Zhang, Yun |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Zhang-4542 |
| Archival file | uscthesesreloadpub_Volume23/etd-Zhang-4542.pdf |
Description
| Title | Page 9 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 4 Some examples will be given to illustrate these ideas. It should be noted however, the content analysis in this thesis is a combination of the author, and is different from the scientific research methodologies. Chapter 4 – This chapter continues to summarize some recommendations for game companies’ social media framework. The strategies in Chapter 3 will be evaluated using findings from the interviews. Chapter 5 – Following the analysis in Chapter 3 & 4, the author lays out his proposal for the best social media practices for video games. In addition, some strategies are recommended for each component of the framework. Chapter 6 – Following the analysis of the current social media scope for video games, this chapter looks beyond the current practices to the future of social communication for the video game industry. Based on the research, the author gives his predictions for the possible future trends in the social media framework that have been discussed in the previous chapters. Chapter 7 – This chapter is a conclusion of all the analysis and recommendations, and also includes a primer, which gives an overview of the PR strategies and tactics analyzed above. A summary is made based on all the “do’s” and “don'ts.” Some suggestions for |
