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10
It should be noted that the Internet is the major source for the secondary research due to
the fact that little academic literature is available on this topic. The URL addresses of the
content from the Internet are provided as footnotes, and the original articles are
referenced.
Research Questions
The questions presented here serve two purposes: to guide the direction of the research
process, and to compare the research results. The author’s questions are as follows:
1. With its extensive outreach and capacity for quic sharing, has social media become—
or does it have the potential to become—a dominant factor in video game PR?
2. Based on the reason above, is social media the preferred channel for players to
receive information about games?
3. Is social media the preferred channel for players to share game-related experiences?
4. Are building online game communities and engaging with users essential to the social
media success for video games?
5. Online forums (bullet board systems, discussion groups, etc.) are the core, other
social network tools (Facebook, Twitter, etc.) are the gateway, ongoing online
activities are buzz generators, and together with offline events. Do these formulate the
best social media framework for the video game industry?
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 15 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 10 It should be noted that the Internet is the major source for the secondary research due to the fact that little academic literature is available on this topic. The URL addresses of the content from the Internet are provided as footnotes, and the original articles are referenced. Research Questions The questions presented here serve two purposes: to guide the direction of the research process, and to compare the research results. The author’s questions are as follows: 1. With its extensive outreach and capacity for quic sharing, has social media become— or does it have the potential to become—a dominant factor in video game PR? 2. Based on the reason above, is social media the preferred channel for players to receive information about games? 3. Is social media the preferred channel for players to share game-related experiences? 4. Are building online game communities and engaging with users essential to the social media success for video games? 5. Online forums (bullet board systems, discussion groups, etc.) are the core, other social network tools (Facebook, Twitter, etc.) are the gateway, ongoing online activities are buzz generators, and together with offline events. Do these formulate the best social media framework for the video game industry? |
