University of Twente Student Theses


The Effect of Customer Engagement on Brand Reputation in the Video Game Industry

Derin, Ediz (2019) The Effect of Customer Engagement on Brand Reputation in the Video Game Industry.

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Abstract:The rise of social media has allowed customers to quickly and passionately respond to anything a firm is doing, to the extent that any person today with a smartphone has the potential to reach a global audience. Subsequently, this increase in engagement towards firms could affect their brand reputation. An industry facing a tremendous surge in customer engagement is the billion-dollar video game industry. The introduction of Games-as-a-Service (GaaS) has resulted in a paradigm shift in the industry in which games have turned from definite to indefinite experiences, resulting in an increase in customers wanting to continuously let firms know their needs, feedback and wishes. The purpose of this thesis is to investigate the effect of customer engagement and its behaviors on the perceived reputation of brands within the video game industry. Consequently, the results of an online survey distributed among customers from the video game industry show that customer engagement, based on all three motivational drivers, and both its subsequent regular and broader behaviors, are positively related to brand reputation. In conclusion, the higher the customer’s extent of engagement, the more positive the customer’s perception of the reputation of the brand.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Customer engagement, Brand reputation, Video game industry, Social media, Cocreation, Customer-to-customer, Consumer engagement
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