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Why should they trust you?: Effects on brand trust in online gaming communities.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

As the world gets more and more connected through the World Wide Web new challenges arise – and new opportunities starts to grow. How should you handle the ever-growing internet? How can you keep up with all the new innovations and ideas that are hatched every day? One of the rising segments in this internet-based world is the online communities of game enthusiasts.This study is conducted using game enthusiasts in gaming communities as the target segment and utilizing a quantitative survey to collect data, with the goal of learning how attitudes towards product placement and celebrity endorsement together with brand familiarity can be related to their trust in a brand. Razer was used as a reference brand as it is one of the bigger, growing brands that focuses on gaming peripherals and accessories.The data suggests that “gamers” are not that different from the average consumers, even though the channels used to access them are different. It further suggests the importance of visibility and creating familiarity with the brands in order to achieve trust. Theory and empirical data are in agreement on three out of four constructs in this study and marketers should be aware of their relative importance and how to use this to their benefit.

Place, publisher, year, edition, pages
2015. , 45 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, brand trust, brand familiarity, celebrity endorsement, gaming, social media, live streaming, twitch, azubu, video on demand, relationship, product placement, online gaming, attitudes, peripherals, gaming accessories, online communities, communities, razer, social gaming, gaming industry, e-sport, e-sport events, online events, youtube, brand loyalty
URN: urn:nbn:se:ltu:diva-52083Local ID: 93af0154-49c3-4dd4-8032-a2f609f47c0fOAI: diva2:1025449
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20151016 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Fause Malm, SebastianPedersen, Grim

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