Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms
In the era of the growing relevance of metaverse as a digital marketing medium, fashion companies find branding and commercial opportunities in one of its dimensions: video game platforms. These have evolved into social spaces where users can acquire digital goods in order to express self-identity a...
| Autor: | |
|---|---|
| Formato: | tesis de maestría |
| Fecha de publicación: | 2024 |
| País: | España |
| Recursos: | Universidad de Navarra |
| Repositorio: | Dadun. Depósito Académico Digital de la Universidad de Navarra |
| Idioma: | inglés |
| OAI Identifier: | oai:dadun.unav.edu:10171/69727 |
| Acesso em linha: | https://hdl.handle.net/10171/69727 |
| Access Level: | acceso abierto |
| Palavra-chave: | Digital fashion Video games Metaverse Brand community Consumer engagement Strategic collaborations |
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Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platformsStachowicz, R.A. (Roma Aleksandra)|||/items/69809936-556e-492b-8641-2f0331afa0e7Digital fashionVideo gamesMetaverseBrand communityConsumer engagementStrategic collaborationsIn the era of the growing relevance of metaverse as a digital marketing medium, fashion companies find branding and commercial opportunities in one of its dimensions: video game platforms. These have evolved into social spaces where users can acquire digital goods in order to express self-identity and status, both manifested in multiplayer communities. By the means of collaborations with video game platforms, development of immersive branded experiences, and creation of purchasable virtual fashion elements, fashion companies are able to explore their community building strategies within the gaming environment. Through the employment of a quantitative empirical methodology, collecting data from 107 Discord users through the distribution of an online questionnaire, this research aims to comprehend the role of dressedup avatars and digital fashion for the purpose of strategic brand community building in gaming platforms. The study identifies key drivers for engaging with branded digital fashion items, the contribution of participation in gaming communities to brand interaction, and the influence of gaming habits on the perception of the fashion company – video game collaborations. The findings highlight the importance of avatar customization, awareness of fashion brands’ presence in gaming, as well as the significant role of virtual fashion in enhancing gaming experiences.Cantoni, L. (Lorenzo)Dadun. Depósito Académico Digital Universidad de Navarra20242024-08-0120242024-01-0120242024-01-0120242024-01-01master thesishttp://purl.org/coar/resource_type/c_bdccinfo:eu-repo/semantics/masterThesisapplication/pdfhttps://hdl.handle.net/10171/69727reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/697272026-06-21T12:47:57Z |
| dc.title.none.fl_str_mv |
Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms |
| title |
Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms |
| spellingShingle |
Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms Stachowicz, R.A. (Roma Aleksandra)|||/items/69809936-556e-492b-8641-2f0331afa0e7 Digital fashion Video games Metaverse Brand community Consumer engagement Strategic collaborations |
| title_short |
Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms |
| title_full |
Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms |
| title_fullStr |
Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms |
| title_full_unstemmed |
Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms |
| title_sort |
Fashion in games: leveraging dressed-up avatars and digital fashion for strategic brand community building in gaming platforms |
| dc.creator.none.fl_str_mv |
Stachowicz, R.A. (Roma Aleksandra)|||/items/69809936-556e-492b-8641-2f0331afa0e7 |
| author |
Stachowicz, R.A. (Roma Aleksandra)|||/items/69809936-556e-492b-8641-2f0331afa0e7 |
| author_facet |
Stachowicz, R.A. (Roma Aleksandra)|||/items/69809936-556e-492b-8641-2f0331afa0e7 |
| author_role |
author |
| dc.contributor.none.fl_str_mv |
Cantoni, L. (Lorenzo) Dadun. Depósito Académico Digital Universidad de Navarra |
| dc.subject.none.fl_str_mv |
Digital fashion Video games Metaverse Brand community Consumer engagement Strategic collaborations |
| topic |
Digital fashion Video games Metaverse Brand community Consumer engagement Strategic collaborations |
| description |
In the era of the growing relevance of metaverse as a digital marketing medium, fashion companies find branding and commercial opportunities in one of its dimensions: video game platforms. These have evolved into social spaces where users can acquire digital goods in order to express self-identity and status, both manifested in multiplayer communities. By the means of collaborations with video game platforms, development of immersive branded experiences, and creation of purchasable virtual fashion elements, fashion companies are able to explore their community building strategies within the gaming environment. Through the employment of a quantitative empirical methodology, collecting data from 107 Discord users through the distribution of an online questionnaire, this research aims to comprehend the role of dressedup avatars and digital fashion for the purpose of strategic brand community building in gaming platforms. The study identifies key drivers for engaging with branded digital fashion items, the contribution of participation in gaming communities to brand interaction, and the influence of gaming habits on the perception of the fashion company – video game collaborations. The findings highlight the importance of avatar customization, awareness of fashion brands’ presence in gaming, as well as the significant role of virtual fashion in enhancing gaming experiences. |
| publishDate |
2024 |
| dc.date.none.fl_str_mv |
2024 2024-08-01 2024 2024-01-01 2024 2024-01-01 2024 2024-01-01 |
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master thesis http://purl.org/coar/resource_type/c_bdcc |
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info:eu-repo/semantics/masterThesis |
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masterThesis |
| dc.identifier.none.fl_str_mv |
https://hdl.handle.net/10171/69727 |
| url |
https://hdl.handle.net/10171/69727 |
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Inglés eng |
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Inglés |
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eng |
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open access http://purl.org/coar/access_right/c_abf2 |
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info:eu-repo/semantics/openAccess |
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open access http://purl.org/coar/access_right/c_abf2 |
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openAccess |
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application/pdf |
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reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra instname:Universidad de Navarra |
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Universidad de Navarra |
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Dadun. Depósito Académico Digital de la Universidad de Navarra |
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Dadun. Depósito Académico Digital de la Universidad de Navarra |
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