Digital and marketing transformation in relation to brand value: The video game industry

Tian, Qungchen, Stylos, Nikolaos, Colmekcioglu, Nazan and Andronoudis, Dimos 2023. Digital and marketing transformation in relation to brand value: The video game industry. Cuomo, Maria Teresa and Foroudi, Pantea, eds. Digital Transformation and Corporate Branding, Opportunities and Pitfalls for Identity and Reputation Management, Routledge Studies in Marketing, Routledge, pp. 81-96. (10.4324/9781003263784-6)

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Abstract

The transformation of Internet technology and its application in different fields have changed the way society behaves and the way of communication in professional life. Digital transformation in a rapidly evolving business environment allows for more precise analysis and accurate planning of the right investment strategy and implementation of any new technology. Digital marketing is an essential part of the digitalization process of a business and is becoming increasingly important in this modern business environment where competition is fierce and customers are highly sensitive. This chapter will discuss how digital marketing can help companies to create brand associations for their products and build their brand image by differentiating themselves from other brands. The video game industry has gone even more aggressive in the digital realm.

Item Type:	Book Section
Date Type:	Published Online
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Routledge
ISBN:	9781003263784
Last Modified:	15 Apr 2024 14:48
URI:	https://orca.cardiff.ac.uk/id/eprint/162356

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