Application of Gaming in New Media Marketing

Application of Gaming in New Media Marketing

Pratika Mishra (Presidency University Bangalore, India) and Swati Oberoi Dham (New Delhi Institute of Management, India)
Release Date: September, 2018|Copyright: © 2019 |Pages: 312|DOI: 10.4018/978-1-5225-6064-7
ISBN13: 9781522560647|ISBN10: 1522560645|EISBN13: 9781522560654|ISBN13 Softcover: 9781522587781
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The advent of the internet largely changed the landscape of marketing to adopt a wide variety of communication techniques and creative selling on virtual platforms. Gaming provides a highly pervasive and influential mode of offering new media communication to consumers that can be further improved by digital innovation.

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, this book is ideally 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.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Demonetization
  • Digital Advertising
  • Gamification
  • Media Planning
  • Mobile Games
  • Optimal Gaming Experience
  • Psychodynamics
  • Psychology
  • Social Media Marketing
  • Virtual Reality

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Pratika Mishra is currently working as Associate Professor at School of Management, Presidency University, Bangalore. She has also worked with G.B. Pant Social Science Institute and Indian Institute of Information Technology, Allahabad. Her Area of Expertise is Strategic Marketing Management including Integrated Marketing Communication and Advertising & Brand Management. She is a Commerce Graduate, from University of Allahabad (Gold Medalist), MBA from IIT-ISM Dhanbad & PhD from prestigious IIIT Allahabad. She has more than 35 research publications and edited books to her credit. She is founder editor of Newsletter NDIM Diorama and has worked as Co-Editor of Review of Professional Management, Biannual Journal NDIM. She has also been founder Editor of Newsletter De Facto (Ansal University) founder Editor of International Journal Ansal University Business Review, was Chief Coordinator, Quarterly E Magazine B’ Cognizance (IIIT-A). She has also been involved in Content Development of Papers like Research Methodology and Advertising Management for Project under Department of Information Technology, MCIT, GoI. She is considered as great mentor both at PG and PhD level.
Swati Oberoi Dham is the first Ph.D from Ansal University, in the niche area of Advergaming. She is a UGC-NET qualified, an Engineer (ECE) from Galgotia's College of Engineering & Technology and an MBA(Marketing) from IMT-Ghaziabad. Having worked with TATA Consultancy Services, she brings with her, a rich industry and academia experience of nearly 12 years. She has over half a dozen publications in indexed journals of repute. Dr. Swati loves to travel and hence has attended large number of National & International conferences. She was invited as a Session Chair for an International Conference (ICONTES 2017) at Kuala Lumpur. In a quest to upgrade her skills, she has also participated in a short term course on Business Analytics at IIT Roorkee (2017). She is actively involved in training young MBA students and making them industry ready by providing them the correct IT exposure. She heads the Marketing Club at School of Management and is also the Coordinator for B.Com(H) students. At Ansal University, she takes up courses such as Business Intelligence & Analytics, Advanced MS-Excel, Customer Relationship Management, Integrated Marketing Communication and so on.