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8
Primary research
The primary research consists of two components: content analysis and interview. The
content analysis focuses on the video game companies’ presence on major social media
networks, and studies the social media content produced by game companies for
marketing and PR purposes. The research also evaluates social media content offered by
third-party outlets, such as popular game websites like IGN.com. This content includes
news releases, game videos, pictures, conversation topics, activities and events that are
intended to engage target audiences.
Due to the massive volume and dispersed locations of this content, it is almost impossible
for the author to consider all the content under study in this thesis. Therefore, only major
sources analyzed are listed as reference.
Interviews are taken from two perspectives—video game companies and video game
players. Two sets of questions are designed for each group with different emphases: the
questions for companies focus more on the effectiveness of social media strategies in
terms of audience engagement and return on investment, while the questions for players
focus on their satisfaction and receptiveness of the strategies.
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 13 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 8 Primary research The primary research consists of two components: content analysis and interview. The content analysis focuses on the video game companies’ presence on major social media networks, and studies the social media content produced by game companies for marketing and PR purposes. The research also evaluates social media content offered by third-party outlets, such as popular game websites like IGN.com. This content includes news releases, game videos, pictures, conversation topics, activities and events that are intended to engage target audiences. Due to the massive volume and dispersed locations of this content, it is almost impossible for the author to consider all the content under study in this thesis. Therefore, only major sources analyzed are listed as reference. Interviews are taken from two perspectives—video game companies and video game players. Two sets of questions are designed for each group with different emphases: the questions for companies focus more on the effectiveness of social media strategies in terms of audience engagement and return on investment, while the questions for players focus on their satisfaction and receptiveness of the strategies. |
