Celebrity Endorsement Within Digital Games’ Commercials
Celebrity Endorsement Within Digital Games’ Commercials
Author(s): Oľga Púchovská, Zdenko MagoSubject(s): Media studies, Theory of Communication, Social Informatics, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Celebrity Endorsement; Celebrity Taxonomy; Commercials; Digital Games; Gamers;
Summary/Abstract: Besides the fact that digital games represent currently the most popular entertaining media in the world, firstly they are products, which have to utilize marketing communication to be able to succeed on the market among the extensive competition. Digital games’ commercials have been through considerable development since the very first games and, nowadays, most advertising practices including various celebrities are applied to this field as well. The study focuses on an examination of celebrity endorsement within audiovisual commercials for digital games with the aim to determine the impact of celebrity endorsement on the perception of commercials by gamers.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/2
- Page Range: 153-167
- Page Count: 15
- Language: English