Beyond product placement
In South Africa, advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the potential of...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
|
| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1665 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | In South Africa, advergaming currently does not reach a mass audience because of the low
number of Internet users and the high cost of Internet access. However, as a brand communication
tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses
the potential of the mobile environment as a catalyst for enabling the use of advergaming as a
viral marketing tool in South Africa and proposes a theoretical model derived from an analysis of
existing literature and observation, for operationalising mobile advergaming.
|
|---|---|
| ISSN: | 0259-0069 2957-7950 |