The Impact of Marketing Strategy on Consumers' Purchasing Decisions in the Computer Gaming Aspect

Abstract

Video game marketing strategies, particularly concerning social media and E-sports culture, have become a focal point of contemporary research. Researchers have highlighted the potential and progress in utilizing these digital platforms to engage consumers and enhance game popularity. However, there remains a significant gap in understanding the specific mechanics of how such strategies lead to commercial success and the extent to which they influence consumer behaviour. This study delves into the multifaceted dynamics shaping consumer behaviour in digital gaming. Drawing from the Cognitive Evaluation Theory, it explores how intrinsic motivations like autonomy and engagement drive consumer behaviour. It also examines innovative in-game purchase strategies, notably the Battle Pass and loot boxes, and their profound influence on player spending. Social media is scrutinized as a critical marketing tool, with user and expert reviews shaping purchase decisions. The importance of vibrant gaming communities and E-sports culture is highlighted, underlining their contribution to a game's cultural significance. Lastly, the study considers brand building in E-sports, shedding light on how renowned brands foster emotional bonds with consumers, ultimately securing loyalty and enhancing their market position. The goal is to provide industry players with a holistic understanding of the evolving digital gaming industry, aiding them in devising effective strategies to navigate this complex terrain.