Publicação
Consumer engagement in virtual brand communities: The case of Goodgame studios
| Resumo: | The social online game business segment is exposed to intense competition where companies fight with each other for each user. So it is important to keep players loyal to the games and communities, since acquisition costs of new players are increasing with the increase of competition. Consequently, having a well-structured and well-functioning Community Management department in a company that deals with this fast growing sector is almost crucial for their long-term success. As this department is the speaking voice between the company and the community member, it has to face the challenge of maintaining them loyal to the game, community and consequently to the brand. Whereas that Engagement is the Journey and Loyalty is the Destination (Wolfe, 2012), in this corporate project, the consumer engagement process of the existing online community from the striving and ambitious company Goodgame Studios´ will be measured, analyzed and improved. Therefore, the main research question is: how can the engagement process in Goodgame Studios´ existing community be improved and increased? To accomplish this problem it was conducted a quantitative analysis on one of Goodgame Studios´ game communities, the Goodgame Empire community. The community was asked to answer a questionnaire in where they had to evaluate statements and answer questions about their community habits and costumes based on 4 engagement characteristics and influencers: Association, Satisfaction and Trust, Commitment and Loyalty. The outcomes of this quantitative research were quite satisfying; respondents appreciate a relatively high engagement. Nonetheless, the research also revealed issues which have to be improved and enhanced. |
|---|---|
| Autores principais: | Schulz, Bianca Manuela |
| Assunto: | Consumer engagement Community management Virtual brand community Goodgame studios Engagement do consumidor Gestão de comunidade |
| Ano: | 2012 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| _version_ | 1868443430034604032 |
|---|---|
| author | Schulz, Bianca Manuela |
| author_facet | Schulz, Bianca Manuela |
| author_role | author |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Schulz, Bianca Manuela\"}] |
| datacite.creators.creator.creatorName.fl_str_mv | Schulz, Bianca Manuela |
| datacite.date.Accepted.fl_str_mv | 2012-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2014-03-06T13:57:55Z |
| datacite.date.embargoed.fl_str_mv | 2014-03-06T13:57:55Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_16ec |
| datacite.subjects.subject.fl_str_mv | Consumer engagement Community management Virtual brand community Goodgame studios Engagement do consumidor Gestão de comunidade |
| datacite.titles.title.fl_str_mv | Consumer engagement in virtual brand communities: The case of Goodgame studios |
| dc.creator.none.fl_str_mv | Schulz, Bianca Manuela |
| dc.date.Accepted.fl_str_mv | 2012-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2014-03-06T13:57:55Z |
| dc.date.embargoed.fl_str_mv | 2014-03-06T13:57:55Z |
| dc.description.none.fl_str_mv | O segmento de negócio dos jogos sociais online está exposto a uma intensa competição, onde empresas lutam umas conta as outras por cada usuário. Assim é importante manter os jogadores leais aos jogos e comunidades, pois os custos de aquisição de novos jogadores estão a crescer com o crescimento da concorrência. Consequentemente, a existência de um departamento de Gestão de Comunidade bem estruturado e desenvolvido, numa empresa que opera num sector em rápido crescimento, é quase crucial para o sucesso a longo prazo. Sendo este departamento a voz de comunicação entre a empresa e os membros da comunidade, este tem que enfrentar o desafio de retê-los leais ao jogo, comunidade e consequentemente à marca. Sendo que Engagement é a viajem e Lealdade é o destino (Wolfe, 2012), neste Corporate Project, vai ser mensurado, analisado e melhorado o processo de engagement do consumidor da Virtual Brand Community existente na empresa ambiciosa Goodagme Studios. Para tal a pergunta de investigação é: Como pode ser melhorado e aumentado o processo de engagement da comunidade online existente na Goodgame Studios? Para resolver este problema foi conduzida uma análise quantitativa numa das comunidades de jogos da Goodgame Studios, a comunidade do Goodgame Empire. A comunidade foi questionada a responder a um questionário no qual esta tinha que avaliar afirmações e responder a questões sobre os seus hábitos e costumes dentro da comunidade. O questionário foi desenvolvido tendo por base 4 características e influenciadores de engagement: Associação, Satisfação e Confiança, Commitment e Lealdade. Os resultados desta análise quantitativa foram moderadamente satisfatórios; os questionados apreciam um engagement relativamente satisfatório. Apesar deste resultado satisfatório, a análise também revelou algumas questões que tem que ser melhoradas e aperfeiçoadas. |
| dc.format.none.fl_str_mv | application/pdf application/octet-stream |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10071/6541 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_16ec |
| dc.subject.none.fl_str_mv | Consumer engagement Community management Virtual brand community Goodgame studios Engagement do consumidor Gestão de comunidade |
| dc.title.fl_str_mv | Consumer engagement in virtual brand communities: The case of Goodgame studios |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | The social online game business segment is exposed to intense competition where companies fight with each other for each user. So it is important to keep players loyal to the games and communities, since acquisition costs of new players are increasing with the increase of competition. Consequently, having a well-structured and well-functioning Community Management department in a company that deals with this fast growing sector is almost crucial for their long-term success. As this department is the speaking voice between the company and the community member, it has to face the challenge of maintaining them loyal to the game, community and consequently to the brand. Whereas that Engagement is the Journey and Loyalty is the Destination (Wolfe, 2012), in this corporate project, the consumer engagement process of the existing online community from the striving and ambitious company Goodgame Studios´ will be measured, analyzed and improved. Therefore, the main research question is: how can the engagement process in Goodgame Studios´ existing community be improved and increased? To accomplish this problem it was conducted a quantitative analysis on one of Goodgame Studios´ game communities, the Goodgame Empire community. The community was asked to answer a questionnaire in where they had to evaluate statements and answer questions about their community habits and costumes based on 4 engagement characteristics and influencers: Association, Satisfaction and Trust, Commitment and Loyalty. The outcomes of this quantitative research were quite satisfying; respondents appreciate a relatively high engagement. Nonetheless, the research also revealed issues which have to be improved and enhanced. |
| dirty | 0 |
| eu_rights_str_mv | restrictedAccess |
| format | masterThesis |
| id | iscte_2ebc867f669c98318a2ced2d911d0f60 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10071/6541 |
| instacron_str | iscte |
| institution | ISCTE |
| instname_str | ISCTE |
| language | eng |
| network_acronym_str | iscte |
| network_name_str | Repositório ISCTE |
| oai_identifier_str | oai:repositorio.iscte-iul.pt:10071/6541 |
| organization_str_mv | urn:organizationAcronym:iscte |
| person_str_mv | Schulz, Bianca Manuela |
| publishDate | 2012 |
| reponame_str | Repositório ISCTE |
| repository_id_str | urn:repositoryAcronym:iscte |
| service_str_mv | urn:repositoryAcronym:iscte |
| spelling | porThe social online game business segment is exposed to intense competition where companies fight with each other for each user. So it is important to keep players loyal to the games and communities, since acquisition costs of new players are increasing with the increase of competition. Consequently, having a well-structured and well-functioning Community Management department in a company that deals with this fast growing sector is almost crucial for their long-term success. As this department is the speaking voice between the company and the community member, it has to face the challenge of maintaining them loyal to the game, community and consequently to the brand. Whereas that Engagement is the Journey and Loyalty is the Destination (Wolfe, 2012), in this corporate project, the consumer engagement process of the existing online community from the striving and ambitious company Goodgame Studios´ will be measured, analyzed and improved. Therefore, the main research question is: how can the engagement process in Goodgame Studios´ existing community be improved and increased? To accomplish this problem it was conducted a quantitative analysis on one of Goodgame Studios´ game communities, the Goodgame Empire community. The community was asked to answer a questionnaire in where they had to evaluate statements and answer questions about their community habits and costumes based on 4 engagement characteristics and influencers: Association, Satisfaction and Trust, Commitment and Loyalty. The outcomes of this quantitative research were quite satisfying; respondents appreciate a relatively high engagement. Nonetheless, the research also revealed issues which have to be improved and enhanced.porO segmento de negócio dos jogos sociais online está exposto a uma intensa competição, onde empresas lutam umas conta as outras por cada usuário. Assim é importante manter os jogadores leais aos jogos e comunidades, pois os custos de aquisição de novos jogadores estão a crescer com o crescimento da concorrência. Consequentemente, a existência de um departamento de Gestão de Comunidade bem estruturado e desenvolvido, numa empresa que opera num sector em rápido crescimento, é quase crucial para o sucesso a longo prazo. Sendo este departamento a voz de comunicação entre a empresa e os membros da comunidade, este tem que enfrentar o desafio de retê-los leais ao jogo, comunidade e consequentemente à marca. Sendo que Engagement é a viajem e Lealdade é o destino (Wolfe, 2012), neste Corporate Project, vai ser mensurado, analisado e melhorado o processo de engagement do consumidor da Virtual Brand Community existente na empresa ambiciosa Goodagme Studios. Para tal a pergunta de investigação é: Como pode ser melhorado e aumentado o processo de engagement da comunidade online existente na Goodgame Studios? Para resolver este problema foi conduzida uma análise quantitativa numa das comunidades de jogos da Goodgame Studios, a comunidade do Goodgame Empire. A comunidade foi questionada a responder a um questionário no qual esta tinha que avaliar afirmações e responder a questões sobre os seus hábitos e costumes dentro da comunidade. O questionário foi desenvolvido tendo por base 4 características e influenciadores de engagement: Associação, Satisfação e Confiança, Commitment e Lealdade. Os resultados desta análise quantitativa foram moderadamente satisfatórios; os questionados apreciam um engagement relativamente satisfatório. Apesar deste resultado satisfatório, a análise também revelou algumas questões que tem que ser melhoradas e aperfeiçoadas.application/pdfapplication/octet-streamengporConsumer engagement in virtual brand communities: The case of Goodgame studiosSchulz, Bianca ManuelaHandlehttp://hdl.handle.net/10071/65412014-03-06T13:57:55Z2012-01-01T00:00:00Z20122012-08http://purl.org/coar/access_right/c_16ecrestricted accessporConsumer engagementporCommunity managementporVirtual brand communityporGoodgame studiosporEngagement do consumidorporGestão de comunidade2328426 bytes183049 byteshttp://purl.org/coar/access_right/c_16ecapplication/pdffulltexthttps://repositorio.iscte-iul.pt/bitstreams/f15dc2ac-350d-4522-9dd6-dedd169ead58/downloadhttp://purl.org/coar/access_right/c_16ecapplication/octet-streamfulltexthttps://repositorio.iscte-iul.pt/bitstreams/f36e72ac-d201-43f4-969c-fb951d345885/downloadother research producthttp://purl.org/coar/resource_type/c_bdccmaster thesis |
| spellingShingle | Consumer engagement in virtual brand communities: The case of Goodgame studios Schulz, Bianca Manuela Consumer engagement Community management Virtual brand community Goodgame studios Engagement do consumidor Gestão de comunidade |
| status | SINGLETON |
| subject.fl_str_mv | Consumer engagement Community management Virtual brand community Goodgame studios Engagement do consumidor Gestão de comunidade |
| title | Consumer engagement in virtual brand communities: The case of Goodgame studios |
| title_full | Consumer engagement in virtual brand communities: The case of Goodgame studios |
| title_fullStr | Consumer engagement in virtual brand communities: The case of Goodgame studios |
| title_full_unstemmed | Consumer engagement in virtual brand communities: The case of Goodgame studios |
| title_short | Consumer engagement in virtual brand communities: The case of Goodgame studios |
| title_sort | Consumer engagement in virtual brand communities: The case of Goodgame studios |
| topic | Consumer engagement Community management Virtual brand community Goodgame studios Engagement do consumidor Gestão de comunidade |
| topic_facet | Consumer engagement Community management Virtual brand community Goodgame studios Engagement do consumidor Gestão de comunidade |
| url | http://hdl.handle.net/10071/6541 |
| visible | 1 |