Araştırma Makalesi
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Twitter Usage Practices of Digital Game Brands

Yıl 2021, Cilt: 8 Sayı: 2, 493 - 515, 30.07.2021
https://doi.org/10.17680/erciyesiletisim.883390

Öz

Social media is a platform through which brands actively communicate with consumers. By using social media, brands can communicate with consumers regardless of time and place. The purpose of this study is to reveal how Twitter, a popular social media tool, is used by digital game brands. In the study, Sony PlayStation, Microsoft Xbox, and Ubisoft, the most followed digital game brands by Twitter users in the world, were selected as sample brands. The tweets published by the selected brands in three months between October 1, 2020 and December 31, 2020 were analysed using content analysis method. According to the results of the research, Sony PlayStation is the most followed digital game brand on Twitter. All three brands shared messages to encourage more sales and for promotion purposes. It was observed that the messages shared by these three brands were mostly in the form of direct tweets. It has been observed that the messages shared by Microsoft Xbox and Sony PlayStation mostly contain URLs and all three brands adopt a one-way communication style. Looking at the findings in general, it can be said that Twitter plays an important role in brand communication for digital game brands.

Kaynakça

  • Arruda, W. (2009). Brand Communication: The Three Cs. Thunderbird İnternational Business Review, 51(5), 409-416. doi:https://doi.org/10.1002/tie.20279
  • Arvidsson, A. (2006). Brands: Meaning and Value in Media Culture. New York & London: Routledge.
  • Bak, L., Madsen, A., & Henrichsen, B. &. (2012). Danskernes Kulturvaner. Copenhagen, Denmark: Danish Ministry of Culture.
  • Bayraktutan, G., Binark, M., Çomu, T., Doğu, B., İslamoğlu, G., & Aydemir, A. (2013). Sosyal Medyada 2011 Genel Seçimleri Nicel-Nitel Arayüzey İncelemesi. Selçuk İletişim, 7(3), 5-29.
  • Belk, R. W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40(3), 477-500. doi:https://doi.org/10.1086/671052
  • Bilgin, N. (2006). Sosyal Bilimlerde İçerik Analizi Teknikler ve Örnek Çalışmalar. Ankara: Siyasal Kitapevi.
  • Binark, M., & Sütçü, G. (2008). Dijital Oyun. İstanbul: Kalkedon Yayınları.
  • Buluş, B., & Buluş, G. C. (2020). Kültür Endüstrisi Ürünü Olarak Dijital Oyunlar ve Dijital Ekonomi. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(2), 1-6.
  • Cabras, I., Goumagias, N. D., Fernandes, K., Cowling, P., Li, F., Kudenko, D., . . . Nucciarelli, A. (2017). Exploring survival rates of companies in the UK video-games industry: An empirical study. Technological Forecasting and Social Change(117), 305-314.
  • Castells, M. (2004). The Rise of the Network Society Information Age: Economy, Society and Culture Volume 1. West Sussex, UK: Wiley-Blackwell.
  • Cho, S., & Huh, J. (2010). Content analysis of corporate blogs as a relationship management toolnull. Corporate Communications: An International Journal, 15(1), 30-48. doi:https://doi.org/.10.1108/13563281011016822
  • Çetin, S., & Elmasoğlu, K. (2014). Politik Propaganda Aracı Olarak Sosyal Medya: Siyasilerin Gezi Parkı Olayları Esnasında Twitter Kullanım Pratikleri Üzerine Bir İnceleme. In S. Kavoğlu., Teoriden Uygulamaya Siyasal İletişim (pp. 223-238). Ankara: Nobel Yayınevi.
  • Davis, A. (2011). Rekabetçi başarı, markalaşma nasıl değer katar? (U. Mehter, Trans.) İstanbul: BrandAge Yayınları.
  • Feldwick, P. (2003). Brand Communications. In R. Clifton, & J. Simmons, Brands and Branding (pp. 127-142). Lonra: The Economist Pasific Books.
  • Firat, A. F., & Dholakia, N. (2006). Theoritical and Philosophical implications of postmodern debates: some challenges to modern marketing. Marketing Theory, 6(2), 123-162.
  • Gandini, A. (2016). Digital Work: Self-Branding and Social Capital in The Freelance Knowledge Economy. Marketing Theory, 16(1), 123-143. doi:https://doi.org/10.1177/1470593115607942
  • Glass, Z. (2007). The effectiveness of product placement in video games. Journal of Interactive Advertising, 8(1), 23-32.
  • Grace, D., & O'Cass, A. (2004). Examining service experiences and post‐consumption evaluations. Journal of Services Marketing, 18(6), 450-461.
  • Gros, B. (2007). Digital Games in Education. Journal of Research on Technology in Education, 40(1), 23-38. doi:https://doi.org/10.1080/15391523.2007.10782494
  • Güz, N., Yegen, C., & Yanık, H. (2016). New Media and Journalism in Turkey: A Comparative Analysis on Twitter Usage Practices of Yeni Şafak and Sözcü Newspapers. In I. D. Rocha, A. F. Planells, & C. Singla, The International Conference on Integrated Journalism Education, Research and Innovation Proceedings (pp. 97-313). Spain: Universitat Pompeu Fabra.
  • Iversen, M. S. (2016). Play and Productivity: The Constitution of Ageing Adults in Research on Digital Games. Games and Culture, 11(1-2), 28-52. doi:https://doi.org/10.1177/1555412014557541
  • Karataş, Ş., & Binark, M. (2016). Yeni Medyada Yaratıcı Kültür: Troller ve Ürünleri ‘Caps’ler. TRT Akademi Dijital Medya, 2(1), 426-448.
  • Ki, E. J., & Hon, L. C. (2006). Relationship maintenance strategies on Fortune 500 company web sites. Journal of Communication Management,, 10(1), 27-43. doi:https://doi.org/10.1108/13632540610646355
  • Kitchen, P. J., & Schultz, D. E. (2003). Integrated Corporate and Product Brand Communication. Advances in Competitiveness Research, 11(1), 66-86.
  • Labrecque, L., Ereni, M., & Milne, G. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37-50. doi:https://doi.org/10.1016/j.%20intmar.2010.09.002
  • Lazar, J. (2009). İletişim Bilimi. (C. Anık, Trans.) Ankara: Vadi Yayınları.
  • Lipsman, A., Mudd, G., Rich, M., & Burch, S. (2012). The Power of Like. Journal of Advertising Research, 52, 40–52. doi:http://dx.doi.org/10.2501/JAR-52-1-040-052
  • Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357–365. doi:http://dx.doi.org/10.1016/j.bushor.2009.03.002
  • Marwick, A. E., & Boyd, D. (2016). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New media & society, 13(1), 114-133. doi:https://doi.org/10.1177/1461444810365313
  • Martí-Parreño, J., Bermejo-Berros, J., & Aldás-Manzano, J. (2017). Product placement in video games: The effect of brand familiarity and repetition on consumers' memory. Journal of Interactive Marketing, 38, 55-63.
  • Mattelart, A. (1995). Beyin İğfal Şebekesi Uluslararası Reklamcılık. (I. Gürbüz, Trans.) İstanbul: Ayrıntı Yayınları.
  • Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. CA: Sage.
  • Mosco, V. (1988). Introduction: Information in the Pay-Per Society. In V. Mosco, & J. M. Wasko, Political Economy of Information (pp. 3-26). Wisconsin: The University of Wisconsin Press.
  • Nelson, M. R. (2002). Recall of brand placements in computer/video games. Journal of advertising research, 42(2), 80-92.
  • Özgen, Ö., & Elmasoğlu, K. (2016). Sosyal Medya ve Marka İletişimi: Havayolu Şirketlerinin Twitter Kullanımına Yönelik Bir Araştırma. İletişim Kuram ve Araştırma Dergisi, 43, 181-202.
  • Öztürk, M. C. (2015). Sosyal Medya ve Kurumsal İletişim. In M. C. Öztürk, Dijital İletişim ve Yeni Medya (pp. 120-152). Eskişehir: Anadolu Üniversitesi Yayınları.
  • Papatya, N. (2006). İşletmelerde Rekabetçi Zekanın Değişen Yüzü: Girişimci Pazarlama. Pİ-Pazarlama iletişim Kültür Dergisi-Mediacat, 5(16), 45-59.
  • Peltekoğlu, F. (2009). Halkla İlişkiler Nedir? İstanbul: Beta Yayıncılık.
  • Pratchett, R. (2005). Gamers in the UK, Digital play, Digital Lifestyles. BBC New Media & Technology: Creative Research and Development Department. Retrieved from https://crystaltips.typepad.com/wonderland/files/bbc_uk_games_research_2005.pdf
  • Ries, A., & Ries, L. (2003). The 22 Immutable Laws of Branding. New York: HarperCollins.
  • Schor, J. (2004). Born to Buy: The Commercialized Child and The New Consumer Culture. New York: Scribner.
  • Stephen, A. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10(1), 17–21. doi:https://doi.org/10.1016/j.copsyc.2015.10.016
  • Taecharungroj, V. (2016). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6), 552-571. doi:http://dx.doi.org/10.1080/13527266.2016.1138139
  • Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33, 927–943. doi:http://dx.doi.org/10.1108/MIP-07-2014-0135
  • Tafesse, W. (2016). An experiential model of consumer engagement in social media. Journal of Product & Brand Management, 25, 424–434. doi:https://doi.org/10.1108/JPBM-05-2015-0879
  • Tafesse, W., & Wien, A. (2017). A framework for categorizing social media posts. Cogent Business and Management, 4, 1-22. doi:http://dx.doi.org/10.1080/23311975.2017.1284390
  • Temporal, P. (2010). Advanced Brand Management: Managing Brands in a Changing World. New York: Wiley.
  • Tosun, N. B. (2010). İletişim Temelli Marka Yönetimi. İstanbul: Beta basım.
  • Vassallo, A. J., Bridget , K., Zhang, L., Wang, Z., Young, S., & Freeman, B. (2018). Junk Food Marketing on Instagram: Content Analysis. JMIR Public Heal Surveill, 2(4), 1-11. doi:https://doi.org/10.2196/publichealth.9594
  • Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
  • Wattanacharoensil, W., & Schuckert, M. (2015). How global airports engage social media users: A study of Facebook use and its role in stakeholder communication. Journal of Travel & Tourism Marketing, 32(6), 656–676. doi:http://dx.doi.org/10.1080/10548408.%202014.955245
  • Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of business research, 66(2), 216-223. doi:https://doi.org/10.1016/j.jbusres.2012.07.015

Dijital Oyun Markalarının Twitter Kullanım Pratikleri

Yıl 2021, Cilt: 8 Sayı: 2, 493 - 515, 30.07.2021
https://doi.org/10.17680/erciyesiletisim.883390

Öz

Sosyal medya markaların tüketicilerle aktif olarak iletişim kurdukları bir alandır. Sosyal medya kullanarak markalar tüketicilerle zaman ve mekândan bağımsız olarak iletişim kurabilmektedirler. Bu çalışmanın amacı popüler bir sosyal medya aracı olan Twitter’ın dijital oyun markaları tarafından nasıl kullanıldığını ortaya çıkarmaktır. Çalışmada, dünyada Twitter üzerinden kullanıcılar tarafından en çok takip edilen dijital oyun markaları olan, Sony Playstation, Microsoft Xbox ve Ubisoft örnek markalar olarak belirlenmiştir. Belirlenen markaların 1 Ekim 2020 ile 31 Aralık 2020 tarihleri arasını kapsayan üç aylık dönemde yayınladıkları tweetler, içerik analizi yöntemi ile incelenmiştir. Araştırma sonuçlarına göre, Twitter’da en fazla takip edilen dijital oyun markası Sony Playstation’dır. Üç marka da daha çok satışı teşvik etmek ve tanıtım amacı ile iletiler paylaşmışlardır. Üç markanın da paylaştığı iletilerin daha çok doğrudan tweet gönderimi biçiminde olmuştur. Microsoft Xbox ve Sony Playsation’ın paylaştıkları iletilerin daha çok URL içerdiğini ve üç markanın da ağırlıklı olarak tek yönlü iletişim biçimini benimsedikleri görülmüştür. Bulgulara genel olarak bakıldığında, dijital oyun markaları için Twitter’ın marka iletişimi açısından önemli bir rol üstlendiği söylenebilir.

Kaynakça

  • Arruda, W. (2009). Brand Communication: The Three Cs. Thunderbird İnternational Business Review, 51(5), 409-416. doi:https://doi.org/10.1002/tie.20279
  • Arvidsson, A. (2006). Brands: Meaning and Value in Media Culture. New York & London: Routledge.
  • Bak, L., Madsen, A., & Henrichsen, B. &. (2012). Danskernes Kulturvaner. Copenhagen, Denmark: Danish Ministry of Culture.
  • Bayraktutan, G., Binark, M., Çomu, T., Doğu, B., İslamoğlu, G., & Aydemir, A. (2013). Sosyal Medyada 2011 Genel Seçimleri Nicel-Nitel Arayüzey İncelemesi. Selçuk İletişim, 7(3), 5-29.
  • Belk, R. W. (2013). Extended Self in a Digital World. Journal of Consumer Research, 40(3), 477-500. doi:https://doi.org/10.1086/671052
  • Bilgin, N. (2006). Sosyal Bilimlerde İçerik Analizi Teknikler ve Örnek Çalışmalar. Ankara: Siyasal Kitapevi.
  • Binark, M., & Sütçü, G. (2008). Dijital Oyun. İstanbul: Kalkedon Yayınları.
  • Buluş, B., & Buluş, G. C. (2020). Kültür Endüstrisi Ürünü Olarak Dijital Oyunlar ve Dijital Ekonomi. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(2), 1-6.
  • Cabras, I., Goumagias, N. D., Fernandes, K., Cowling, P., Li, F., Kudenko, D., . . . Nucciarelli, A. (2017). Exploring survival rates of companies in the UK video-games industry: An empirical study. Technological Forecasting and Social Change(117), 305-314.
  • Castells, M. (2004). The Rise of the Network Society Information Age: Economy, Society and Culture Volume 1. West Sussex, UK: Wiley-Blackwell.
  • Cho, S., & Huh, J. (2010). Content analysis of corporate blogs as a relationship management toolnull. Corporate Communications: An International Journal, 15(1), 30-48. doi:https://doi.org/.10.1108/13563281011016822
  • Çetin, S., & Elmasoğlu, K. (2014). Politik Propaganda Aracı Olarak Sosyal Medya: Siyasilerin Gezi Parkı Olayları Esnasında Twitter Kullanım Pratikleri Üzerine Bir İnceleme. In S. Kavoğlu., Teoriden Uygulamaya Siyasal İletişim (pp. 223-238). Ankara: Nobel Yayınevi.
  • Davis, A. (2011). Rekabetçi başarı, markalaşma nasıl değer katar? (U. Mehter, Trans.) İstanbul: BrandAge Yayınları.
  • Feldwick, P. (2003). Brand Communications. In R. Clifton, & J. Simmons, Brands and Branding (pp. 127-142). Lonra: The Economist Pasific Books.
  • Firat, A. F., & Dholakia, N. (2006). Theoritical and Philosophical implications of postmodern debates: some challenges to modern marketing. Marketing Theory, 6(2), 123-162.
  • Gandini, A. (2016). Digital Work: Self-Branding and Social Capital in The Freelance Knowledge Economy. Marketing Theory, 16(1), 123-143. doi:https://doi.org/10.1177/1470593115607942
  • Glass, Z. (2007). The effectiveness of product placement in video games. Journal of Interactive Advertising, 8(1), 23-32.
  • Grace, D., & O'Cass, A. (2004). Examining service experiences and post‐consumption evaluations. Journal of Services Marketing, 18(6), 450-461.
  • Gros, B. (2007). Digital Games in Education. Journal of Research on Technology in Education, 40(1), 23-38. doi:https://doi.org/10.1080/15391523.2007.10782494
  • Güz, N., Yegen, C., & Yanık, H. (2016). New Media and Journalism in Turkey: A Comparative Analysis on Twitter Usage Practices of Yeni Şafak and Sözcü Newspapers. In I. D. Rocha, A. F. Planells, & C. Singla, The International Conference on Integrated Journalism Education, Research and Innovation Proceedings (pp. 97-313). Spain: Universitat Pompeu Fabra.
  • Iversen, M. S. (2016). Play and Productivity: The Constitution of Ageing Adults in Research on Digital Games. Games and Culture, 11(1-2), 28-52. doi:https://doi.org/10.1177/1555412014557541
  • Karataş, Ş., & Binark, M. (2016). Yeni Medyada Yaratıcı Kültür: Troller ve Ürünleri ‘Caps’ler. TRT Akademi Dijital Medya, 2(1), 426-448.
  • Ki, E. J., & Hon, L. C. (2006). Relationship maintenance strategies on Fortune 500 company web sites. Journal of Communication Management,, 10(1), 27-43. doi:https://doi.org/10.1108/13632540610646355
  • Kitchen, P. J., & Schultz, D. E. (2003). Integrated Corporate and Product Brand Communication. Advances in Competitiveness Research, 11(1), 66-86.
  • Labrecque, L., Ereni, M., & Milne, G. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37-50. doi:https://doi.org/10.1016/j.%20intmar.2010.09.002
  • Lazar, J. (2009). İletişim Bilimi. (C. Anık, Trans.) Ankara: Vadi Yayınları.
  • Lipsman, A., Mudd, G., Rich, M., & Burch, S. (2012). The Power of Like. Journal of Advertising Research, 52, 40–52. doi:http://dx.doi.org/10.2501/JAR-52-1-040-052
  • Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357–365. doi:http://dx.doi.org/10.1016/j.bushor.2009.03.002
  • Marwick, A. E., & Boyd, D. (2016). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New media & society, 13(1), 114-133. doi:https://doi.org/10.1177/1461444810365313
  • Martí-Parreño, J., Bermejo-Berros, J., & Aldás-Manzano, J. (2017). Product placement in video games: The effect of brand familiarity and repetition on consumers' memory. Journal of Interactive Marketing, 38, 55-63.
  • Mattelart, A. (1995). Beyin İğfal Şebekesi Uluslararası Reklamcılık. (I. Gürbüz, Trans.) İstanbul: Ayrıntı Yayınları.
  • Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. CA: Sage.
  • Mosco, V. (1988). Introduction: Information in the Pay-Per Society. In V. Mosco, & J. M. Wasko, Political Economy of Information (pp. 3-26). Wisconsin: The University of Wisconsin Press.
  • Nelson, M. R. (2002). Recall of brand placements in computer/video games. Journal of advertising research, 42(2), 80-92.
  • Özgen, Ö., & Elmasoğlu, K. (2016). Sosyal Medya ve Marka İletişimi: Havayolu Şirketlerinin Twitter Kullanımına Yönelik Bir Araştırma. İletişim Kuram ve Araştırma Dergisi, 43, 181-202.
  • Öztürk, M. C. (2015). Sosyal Medya ve Kurumsal İletişim. In M. C. Öztürk, Dijital İletişim ve Yeni Medya (pp. 120-152). Eskişehir: Anadolu Üniversitesi Yayınları.
  • Papatya, N. (2006). İşletmelerde Rekabetçi Zekanın Değişen Yüzü: Girişimci Pazarlama. Pİ-Pazarlama iletişim Kültür Dergisi-Mediacat, 5(16), 45-59.
  • Peltekoğlu, F. (2009). Halkla İlişkiler Nedir? İstanbul: Beta Yayıncılık.
  • Pratchett, R. (2005). Gamers in the UK, Digital play, Digital Lifestyles. BBC New Media & Technology: Creative Research and Development Department. Retrieved from https://crystaltips.typepad.com/wonderland/files/bbc_uk_games_research_2005.pdf
  • Ries, A., & Ries, L. (2003). The 22 Immutable Laws of Branding. New York: HarperCollins.
  • Schor, J. (2004). Born to Buy: The Commercialized Child and The New Consumer Culture. New York: Scribner.
  • Stephen, A. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10(1), 17–21. doi:https://doi.org/10.1016/j.copsyc.2015.10.016
  • Taecharungroj, V. (2016). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6), 552-571. doi:http://dx.doi.org/10.1080/13527266.2016.1138139
  • Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33, 927–943. doi:http://dx.doi.org/10.1108/MIP-07-2014-0135
  • Tafesse, W. (2016). An experiential model of consumer engagement in social media. Journal of Product & Brand Management, 25, 424–434. doi:https://doi.org/10.1108/JPBM-05-2015-0879
  • Tafesse, W., & Wien, A. (2017). A framework for categorizing social media posts. Cogent Business and Management, 4, 1-22. doi:http://dx.doi.org/10.1080/23311975.2017.1284390
  • Temporal, P. (2010). Advanced Brand Management: Managing Brands in a Changing World. New York: Wiley.
  • Tosun, N. B. (2010). İletişim Temelli Marka Yönetimi. İstanbul: Beta basım.
  • Vassallo, A. J., Bridget , K., Zhang, L., Wang, Z., Young, S., & Freeman, B. (2018). Junk Food Marketing on Instagram: Content Analysis. JMIR Public Heal Surveill, 2(4), 1-11. doi:https://doi.org/10.2196/publichealth.9594
  • Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91.
  • Wattanacharoensil, W., & Schuckert, M. (2015). How global airports engage social media users: A study of Facebook use and its role in stakeholder communication. Journal of Travel & Tourism Marketing, 32(6), 656–676. doi:http://dx.doi.org/10.1080/10548408.%202014.955245
  • Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of business research, 66(2), 216-223. doi:https://doi.org/10.1016/j.jbusres.2012.07.015
Toplam 52 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları
Bölüm Yabancı Dillerdeki Araştırma Makaleleri
Yazarlar

Fatih Söğüt 0000-0001-6529-9056

Yayımlanma Tarihi 30 Temmuz 2021
Gönderilme Tarihi 19 Şubat 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 8 Sayı: 2

Kaynak Göster

APA Söğüt, F. (2021). Twitter Usage Practices of Digital Game Brands. Erciyes İletişim Dergisi, 8(2), 493-515. https://doi.org/10.17680/erciyesiletisim.883390