Abstract
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.
Original language | English |
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Pages (from-to) | 47-65 |
Number of pages | 18 |
Journal | Communicare: Journal for Communication Sciences in Southern Africa, |
Volume | 30 |
Issue number | 1 |
Publication status | Published - Jul 2011 |
Keywords
- advergaming
- serious games
- viral marketing
- mobile gaming