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9
Despite their different focuses, the two question sets share some questions in common.
Both questionnaires, for example, ask the interviewees about their opinions on the future
of social media in the video game industry— the “must-do’s” and “must-avoid’s” for
social media in video game communication. A full copy of the two interview guidelines
can be found in Appendix I.
There are ten interviewees: three game company professionals and seven ordinary game
players. The company interviewees are communication professionals who currently work,
or have worked, for video game companies, or on a particular game title project. The
player interviewees are avid gamers who have played video games for many years and
have unique insights into the topic. More detailed information about the interviewees is
provided in Appendix II, which also includes a compilation of the answers.
Secondary research
As the only source of quantitative research, secondary research is drawn from three major
sources: books about the video game and social media industries, academic studies and
articles available at University of Southern California Library, and articles from the
Internet. Corresponding sources are footnoted as relevant data is used; all sources are
referenced at the end of the thesis.
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 14 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 9 Despite their different focuses, the two question sets share some questions in common. Both questionnaires, for example, ask the interviewees about their opinions on the future of social media in the video game industry— the “must-do’s” and “must-avoid’s” for social media in video game communication. A full copy of the two interview guidelines can be found in Appendix I. There are ten interviewees: three game company professionals and seven ordinary game players. The company interviewees are communication professionals who currently work, or have worked, for video game companies, or on a particular game title project. The player interviewees are avid gamers who have played video games for many years and have unique insights into the topic. More detailed information about the interviewees is provided in Appendix II, which also includes a compilation of the answers. Secondary research As the only source of quantitative research, secondary research is drawn from three major sources: books about the video game and social media industries, academic studies and articles available at University of Southern California Library, and articles from the Internet. Corresponding sources are footnoted as relevant data is used; all sources are referenced at the end of the thesis. |
