n Communicare : Journal for Communication Sciences in Southern Africa - Beyond product placement : a model for advergaming as viral marketing tool in South Africa
|Article Title||Beyond product placement : a model for advergaming as viral marketing tool in South Africa|
|© Publisher:||University of Johannesburg|
|Journal||Communicare : Journal for Communication Sciences in Southern Africa|
|Affiliations||1 Nelson Mandela Metropolitan University|
|Publication Date||Jul 2011|
|Pages||47 - 65|
In South Africa, advergaming currently does not reach a mass audience because of the low number of Internet users and the high cost of Internet access. However, as a brand communication tool, advergaming has the potential to be used as a viral marketing tactic. The article analyses the potential of the mobile environment as a catalyst for enabling the use of advergaming as a viral marketing tool in South Africa and proposes a theoretical model derived from an analysis of existing literature and observation, for operationalising mobile advergaming.
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