Abstract
Abstract:
The effectiveness of applying game elements in the digital media industry has been investigated in western countries over the past decade. However, few studies have sought to analyze game elements effectiveness in social media advertising especially in Asian countries. The aim of this research is to examine if there are any design patterns used for effectiveness of consumer engagement in a Hong Kong social media platform. Based on the 1,500 samples of social media advertisements were collected in Hong Kong online platforms, we identify some specific game elements adopted which can be more effective for consumer engagement. Designers and marketers can also consider the findings as their further marketing strategies.
The effectiveness of applying game elements in the digital media industry has been investigated in western countries over the past decade. However, few studies have sought to analyze game elements effectiveness in social media advertising especially in Asian countries. The aim of this research is to examine if there are any design patterns used for effectiveness of consumer engagement in a Hong Kong social media platform. Based on the 1,500 samples of social media advertisements were collected in Hong Kong online platforms, we identify some specific game elements adopted which can be more effective for consumer engagement. Designers and marketers can also consider the findings as their further marketing strategies.
| Original language | English |
|---|---|
| Publication status | Published - 23 Jun 2021 |
| Event | Economic and Social Research Council (ESRC), The Midlands Graduate School Conference - University of Warwick, Warwick, United Kingdom Duration: 21 Jun 2021 → 23 Jun 2021 |
Conference
| Conference | Economic and Social Research Council (ESRC), The Midlands Graduate School Conference |
|---|---|
| Country/Territory | United Kingdom |
| City | Warwick |
| Period | 21/06/21 → 23/06/21 |
Keywords
- gamification
- game elements
- game design patterns
- social media platform