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Showing posts from December, 2015

Virtual worlds, social media gaming, celebrity branding and personal branding

I recently attended the ANZMAC (The Australian and New Zealand Marketing Academy) 2015 conference which was hosted by the University of New South Wales in Sydney, Australia. It ran from the 30th of November to the 2nd of December.

I presented a paper titled "Lady Gaga goes virtual: Social network gaming communities’ response towards virtual branding efforts" which I co-wrote with Dr. Ezlika Ghazali, The University of Malaya and Dr. Bang Nguyen, East China University of Science and Technology.

Here is the abstract of the paper:
"This study examines community members' response towards a one-off online personal branding campaign of Lady Gaga. Using a qualitative content analysis approach, the study critically examines forum messages from the official Zynga forums of the social game, Farmville. The findings reveal that in the context of social network games, the marketers' role is, to some extent, reduced, while the roles of consumers, especially opinion leaders, b…