The gaming experience from a viewer's perspective
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- Englisch ausgewählt
Fr. 68.90
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
27.05.2016
Verlag
LAP LAMBERT Academic PublishingSeitenzahl
104
Maße (L/B/H)
22/15/0.7 cm
Gewicht
173 g
Sprache
Englisch
ISBN
978-3-659-89485-5
This book intends to enhance our understanding in the field of online consumer behaviour by exploring the popular phenomenon of branded user-generated content and the consumers' emotional responses to such content that seem to be overlooked by the current literature. Given the numerous forms of the available user-generated content, the study is focused on a particular type of user-generated videos on YouTube named "Let's Play" videos and the viewers' generated emotions while consuming them. The research results indicate that the consumption of such media content is a highly emotive experience dominated by pleasurable feelings and that users are significantly attached to the watched content as well as to its creators. Consequently they formulate a cohesive online community of fans that offer valuable marketing implications and propose an altered way of media consumption.
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