Application of Gaming in New Media Marketing

Application of Gaming in New Media Marketing

Publisher, IGI Global, USA

Global Release- September, 2018

Editors : Dr Pratika Mishra and Dr Swatti Dham 

I am honored to contribute a chapter on "Understanding the psychology of new media audiences from a marketing perspective" in the upcoming book by IGI Global entitled, "Application of Gaming in New Media Marketing". The book will be released globally in September 2018.

The Story Behind the Book

Advergames lie at the intersection of interactive games and digital advertising. It creates a win win situation for the advertiser/ marketer who gets a chance to promote the products and the game player who gets a chance for entertainment and fun. Gaming is also potent as it creates a competitive spirit in the player and its high level of engagement makes it a powerful marketing tool.

The book takes a deep dive into the application of gaming in new media marketing. It has contributions from both academicians and practitioners and the manuscript was also reviewed by a pioneering practitioner and founder of Anthony M. Giallourakis.

About the Book

The topics covered in the book include Digital Advertising, Gamification, Mobile Games, Optimal Gaming Experience, New Media Audience Psychology, Social Media Marketing and Virtual Reality. The Foreword to the book has been written by Anthony M. Giallourakis who has coined the term Advergames (and is also founder of the Original

Application of Gaming in New Media Marketing is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. Highlighting a range of topics including digital advertising, media planning, and social media marketing, the book is designed for marketers, software developers, managers, business researchers, academicians, and graduate-level students seeking current research on new and innovative methods to reach and connect with audiences through games in a highly interactive, measurable, and focused way.


Some of the chapters in the book and their contributors include:-

1. Advent of New Media Marketing Techniques: The Inevitable Disruption

Harshita Gupta, Indian Institute of Technology, Dhanbad, India

Saumya Singh, Indian Institute of Technology, Dhanbad, India

2. Food Advergames and Children: The Psychodynamics

Tanusree Chakraborty, Presidency University Bangalore, India

Raiswa Saha, SRM University, India

3. Gap Between Mobile and Online Advergames: The Possible Effects of the Optimal Gaming Experience-Flow

Tugce Ozansoy Çadırcı, Yıldız Technical University, Turkey

Aysegul Sagkaya Gungor, Isik University, Turkey

4. Nuances of Media Planning in New Media Age

Anandan Pandiyan Pillai, Performics. Resultrix, India

5. Click to Brick: Case Study of a Virtual Reality Company

Abhishek Gupta, GreyKernel Technologies India Pvt. Ltd., India

Abhishek Goyal, GreyKernel Technologies India Pvt. Ltd., India

6. Social Media as a Marketing Tool

Rajeshwari Krishnamurthy, Great Lakes Institute of Management, Chennai, India

7. Gamification to Promote the Engagement in Healthcare and Wellness of Patients Under Therapeutic Care: Gamification and Healthcare

Surendra Prasad Mishra and Others, Dr. Ram Manohar Lohia Institute of Medical Sciences, India 

My Contribution

I have contributed Chapter 7 of the book entitled, “Understanding the Psychology of New Media Audiences From a Marketing Perspective”. This chapter evaluates how the psychology of audiences changes while they are evaluating products under the influence of traditional media versus their response to the marketers on new media. The chapter attempts to answer several questions such as :-

Do new media/ online audiences have similar psychology and behavior as offline audiences or is it different? If yes why is the psychology of new media audiences different from the audiences of traditional media? Why do marketers need to understand new media audience psychology to be effective?

The chapter looks at major aspects of psychology of new media users and corresponding actions which marketers need to take. For example it is easier to compare lifestyles on social media sites likes Facebook and Instagram and social media fuels the human tendency for social comparison. The users also tend to seek reassurance and validation from their network especially the first degree network. The marketer needs to keep in mind the human tendency for social comparison while designing campaigns.

To know more, you can click here:-
Dr Amit Nagpal, Chief Blogger, Enlarge Excel Evolve


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