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The Influence of Cross Promotion in Mobile games on Consumer`s Attitude toward Game adoption
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 Title & Authors
The Influence of Cross Promotion in Mobile games on Consumer`s Attitude toward Game adoption
Park, Jeong-Min; Yong, Hye-Ryeon; Hwang, Hyun-Seok;
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In line with the increase in consumer demand for mobile games, game companies face stiff competition. For a more successful marketing strategy, many game companies actively adopt Cross Promotion. The Cross Promotion marketing strategy in the mobile game is regarded as a low cost and high efficiency marketing method because the game companies provide new experiences to game users by utilizing existing game infrastructure and absorbing current users of game companies. Despite the advantages of Cross Promotion, there has been little practical study on the relationship between Cross Promotion and mobile game acceptance. Accordingly, the aim of this study was to determine the influential factors of Cross Promotion on the acceptance of mobile games. After reviewing previous research, a structural model was established, a survey was performed and the model was analyzed. The managerial implications are suggested along with the concluding remarks.
Cross Promotion;Mobile game;Genre involvement;Advertising expression;Perceived Enjoyment;Attitude toward game;
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