社交游戏广告奖励机制研究探析

Social advergames: reward systems and brand knowledge

社交游戏经过飞速发展已成为了广告新宠,各国学者也开始从各个角度研究社交游戏广告.重点关注社交游戏奖励机制对用户品牌认知的影响,通过整理相关领域文献研究,提出社交游戏广告奖励对品牌认知影响模型,并对梦幻沙龙游戏奖励机制进行了案例分析.结合理论和实践分析了游戏广告奖励基本规律,指出了现有研究和应用的不足,并对未来发展进行了展望.

Recently, Social Network Games （SNGs） over social network services have become popular and have spawned a whole new subculture-a promising advertising market. This study focuses on the use of reward system in advergames, proposes the perceived factors which contribute to an SNG user＇s brand knowledge based on related literature. Finally, it takes the ＂Dream Salon＂ as a case study to validate the above-mentioned conclusions.