Overview

Game-based marketing emerges as a powerful strategy for brands seeking improved consumer engagement, blending interactive play with persuasive messaging to create immersive experiences. In an era defined by digital transformation, games are cultural, social, and economic tools that shape identities, communities, and consumption patterns. As such, they have become integral to brands' evolving strategies. The dynamic intersection of engagement, effectiveness, and brand activism in game-based marketing presents a fundamental dimension of contemporary culture, revealing the future trajectory of brands and marketing communication. Further exploration may reveal how games become a dynamic platform for storytelling, influence, and cultural impact. Engagement, Effectiveness, and Brand Activism in Game-Based Marketing examines the role of games within the broader digitalization process, addressing their individual, social, and sectoral impacts. It explores their use in marketing communication and advertising practices. This book covers topics such as consumer behavior, digital games, and political advertising, and is a useful resource for business owners, engineers, academicians, researchers, and scientists.

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9798260002834

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M. Nur Erdem completed her undergraduate and graduate studies in Public Relations and Publicity at Kocaeli University. In 2014, she got her PhD degree with her thesis titled ""A Digital Literacy Education Model Proposal in the Context of Consumption-Based Consciousness Industry and Advertising"". Erdem has many national and international books, articles and papers in the fields of digital advertising, digital culture, game-vertising and advertising narrative. She is currently working as a faculty member at Ondokuz Mayıs University, Faculty of Communication, Department of Communication and Design. She is also a member of ATIKA (Akıllı Toplum İçin Kadın Akademisyenler - Female Academics for a Smart Society) initiative, which was established with the aim of providing a network for female postgraduate students. She also lectures and conducts scientific research at Ondokuz Mayıs University, Department of Neuromarketing.

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