Now showing items 1-10 of 32
Machinima: extending brand reach
Co-creation and ambiguous ownership within virtual communities: The case of the Machinima community
(John Wiley & Sons, 2014)
An investigation into gamification as a customer engagement experience environment
Purpose This study aims to provide empirically generated insights into a gamification approach to online customer engagement and behavior (CE and CEB). There is a substantive discrepancy between popular coverage and ...
Infiltrating an eTribe: Marketing to the Machinima [computerised games] community.
(Westburn Publishers Ltd, 2009)
Whilst recent literature on social networking theory has tended to concentrate on ‘brand communities’ (e.g. Cova et al., 2007) and off-line tribal behaviour (e.g. Moutinho et al., 2007), there is relatively sparse literature ...
It’s mine: Participation and ownership within virtual value co-creation enviornments.
Interpretations of value and the processes of value creation are rapidly evolving from product and firm centric perspectives to personalised consumer experiences. However, whilst much of the literature in this area advocates ...
An overview of content analysis
(The Marketing Review, 2003)