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Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden
Playing The Game: Video Games And Video Game Streaming Platforms As Marketing Communication Channels, Roman Welden
Doctoral Dissertations
While video games are generally viewed as a form of entertainment for a small subset of people, in reality they provide a channel for nearly 3.2 billion people to interact with others and offer multiple pathways for marketers to interact with consumers. Pair this alongside 140 million unique consumers who consumer nearly 24 billion hours of content on video game streaming platforms (VGSPs), such as Twitch, and there is a deep need for marketers to understand how to engage consumers in these environments. This dissertation provides a conceptualization of the video game ecosystem as well as the types of influencers …
Paralinguistic And Rhetorical Capabilities Of Emojis In Marketing Communication, Jacob Christopher Almaguer
Paralinguistic And Rhetorical Capabilities Of Emojis In Marketing Communication, Jacob Christopher Almaguer
Theses and Dissertations
Consumers and social media marketers have over 3,000 emojis at their fingertips. Despite the popularity of emojis on social media, marketing research on emojis remains limited. Extant marketing research on emojis that does exist primarily focuses on the emotional and reinforcement capabilities, a remnant of the limitations of the emoticon ancestor, and largely ignores the additional paralinguistic and rhetorical potential of emojis. In this dissertation, emojis as a paralanguage are explored with a particular focus on the creation of meaning on social media (Essay 1), and emojis as a full (Essay 2) and partial (Essay 3) substitute for text in …