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Consumer engagement in virtual brand communities: The case of Goodgame studios

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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

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