Medición del efecto de la publicidad In-game en los consumidores de videojuegos
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Abstract
La industria de los videojuegos está creciendo a niveles agigantados, pues es un sector que vive de la gran cantidad de usuarios que lo consumen y, como ocurre con todos los sectores que tienen un tráfico masivo de visitantes, se ha convertido en uno de los canales de marketing online y publicidad favoritos para las marcas y con más proyección a futuro. La presente investigación pretende responder a la problemática planteada por el estudio ubicado en la ciudad de Cochabamba: ¿Cuál será el efecto de la publicidad In-game en los consumidores de videojuegos? Es con este entendido que el objetivo principal de esta investigación es tratar de medir el efecto que tiene esta tipología publicitaria en los consumidores de videojuegos de Cercado Cochabamba, y justificar la veracidad de los resultados mediante el uso del método científico. Se trata de un tipo de investigación experimental y estadística. Los experimentos se llevaron a cabo en un ambiente simulado, con condiciones controladas para evitar una mala interpretación de la relación entre causa y efecto.
The videogame industry is growing at gigantic levels. It is a sector that lives from the large number of users who consume it and, as with all sectors that have a massive visitor traffic, it has become one of the favorite online marketing and advertising channels for brands and with a great projection towards the future. The present investigation intends to respond to the problems posed by the study located in the city of Cochabamba: Which will be the effect of In-game advertising on videogame consumers? With this understanding, the main objective of this investigation is to try to measure the effect that this advertising typology has on the videogame consumers of Cochabamba, and justify the veracity of the results through the use of the scientific method. It is atype of experimental and statistical research. The experiments were carried out in a simulated environment, with controlled conditions to avoid misinterpretation of the relationship between cause and effect.
The videogame industry is growing at gigantic levels. It is a sector that lives from the large number of users who consume it and, as with all sectors that have a massive visitor traffic, it has become one of the favorite online marketing and advertising channels for brands and with a great projection towards the future. The present investigation intends to respond to the problems posed by the study located in the city of Cochabamba: Which will be the effect of In-game advertising on videogame consumers? With this understanding, the main objective of this investigation is to try to measure the effect that this advertising typology has on the videogame consumers of Cochabamba, and justify the veracity of the results through the use of the scientific method. It is atype of experimental and statistical research. The experiments were carried out in a simulated environment, with controlled conditions to avoid misinterpretation of the relationship between cause and effect.
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No. 44