Consumer Engagement in Digital Entertainment: A Systematic Review

Kumar, Sachin

doi:10.1007/978-981-15-9724-4_1

Cited by 3 publications

(3 citation statements)

References 76 publications

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“…Consumer engagement is a new trend (Kumar, 2021) that has been frequently tried to be explained in various contexts in recent years. The relationship between digital entertainment and consumer engagement is critical due to the importance of gaining and retaining an audience on mobile devices (Mondal, 2021).…”

Section: Digital Consumer Engagementmentioning

confidence: 99%

“…However, Internet technologies are also rapidly growing, impacting almost every field. Entertainment sense is affected by this impact, and as Kumar (2021) pointed out, the Internet is necessary for entertainment.…”

Section: Introductionmentioning

confidence: 99%

“…No doubt, entertainment is one of these fields. As Kumar (2021) declares, the Internet is a required tool for entertainment even beyond effect. If Internet-related entertainment activities are named digital entertainment, it is offered as mobile media content, games, videogames, and digital entertainment platforms to the consumers.…”

Section: Introductionmentioning

confidence: 99%

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Exploring digital marketing in entertainment industry: a case of a digital music platform

Başaran¹,

Ventura²

2022

Pressacademia

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Purpose- This study aims to investigate entertainment marketing activities in the digital entertainment era. In doing so, this study targets to explore digital entertainment marketing activities and strategies. Methodology- The study employs a qualitative method designed as an explorative study. Case study is conducted as a research method. A purposive sampling method is performed. Purposive sampling methods are used to discover and explain facts and events. Typical case sampling which is one of the purposive samplin is conducted. In this method the most typical cases are chosen among a series of cases where a new application or innovation is wanted to be introduced by the researcher. Data is collected by the semi-structured interview technique with the chief marketing officer of a dıgital music platform application. Findings- Digitalisation is the most succesful tool of information and communication technology. Findings reveal that digital consumer engagement is one of the essential methods to keep consumers' dynamism in the digital entertainment era, because of the consumers’ tastes and needs change fastly. Also, personalized content enable consumers to have a great experience. So, digital consumer participation and digital entertainment marketing related with the conseumer satisfaction. On the other hand, due to its' nature, convergence has a tremendous impact on digital entertainment marketing. It is also essential to decide what content will be marketed and who will be the target audience. Moreover, because the Internet removes the limits, globalization of the digital entertainment marketing strategies bring remarkable differentiation. Conclusion- Digital entertainment businesses must be dynamic to keep consumers on the conduit due to the short life cycle of the content. Digital marketing channels are quite effective channels to convey the marketing message. Social media usage is the one of the most effective methods for promotion activities. Social media utilization and using influencers as marketing campaigns significantly sustain the business and profitability. Keywords: Entertainment marketing mix, digitalization, digital entertainment, social media usage, typical case sampling. JEL Codes: M30, M31, M39

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Section: Digital Consumer Engagementmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%