The impact of social media on the consumer decision-making process in the gaming industry. An analysis on male and female gamers in Ireland between the ages of 20-35.

O'Brien, Jennifer (2022) The impact of social media on the consumer decision-making process in the gaming industry. An analysis on male and female gamers in Ireland between the ages of 20-35. Masters thesis, Dublin, National College of Ireland.

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Abstract

The video gaming industry throughout Ireland is growing in popularity each year among all age groups and demographics however this area has a lack of literature studies that are current and up-to-date alongside the use of social media marketing. With the increase of social media for the use of marketing a product/service to potential customers and current customers, video gaming companies have endless possibilities to create hype on an upcoming product in the marketplace. Video gaming companies can access information by using social media advertisements to understand the stages consumers go through before and after they purchase a game with them. It is now easier than ever for consumers to create reviews on a video game and share their opinion and thoughts through social media with one another.

This dissertation aims to gain an understanding of how consumers make their purchasing decision alongside the impact of social media on the video gaming industry in Ireland. Video gaming may be linked to the consumer decision-making process and the steps to making a final purchasing decision.

The researcher used a small sample approach alongside an inductive mono method to conduct in-depth qualitative measures for data collection purposes. Six in-depth qualitative interviews were taken place for the data collection purposes of this dissertation with gamers currently living in Ireland and between the ages of 20 – 35 years old, by using an inductive method to gain an understanding of the steps the participants take during the purchasing journey. One of the limitations that occurred throughout this dissertation was the lack of academic journals in the video gaming industry.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Hurley, David UNSPECIFIED
Uncontrolled Keywords:	Video-gaming; purchasing; social-media; gaming; marketing; decision-making
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure > Games and Amusements > Computer Games. Video Games. H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Tamara Malone
Date Deposited:	13 Apr 2023 15:15
Last Modified:	13 Apr 2023 15:15
URI:	https://norma.ncirl.ie/id/eprint/6447

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