Integrated Marketing Communications and Augmented Reality (AR) Game Brand Communities Building Thailand.
Keywords:
Integrated marketing communication, Brand community, Augmented Reality Game , AR GamesAbstract
The purpose of this study was to investigate the integrated marketing communication strategy of augmented reality (AR) gaming brand and the brand community, and influence of integrated marketing communication strategies in the brand community. The research methods employed in this study comprised of document analysis and in-depth interviews with 24 respondents including the marketers, business executives, game scholars and brand community administrators. In this research, the survey questionnaires were distributed to 400 members of the augmented reality gaming brand community, including Pokémon Go and Harry Potter Wizards. The outcomes of the research revealed that augmented reality game brands used integrated marketing communications strategies across all tools, such as event marketing, direct marketing, sales promotion, public relations and advertising, except personal selling. The brand community has all the elements that are characteristics of the brand community, including consciousness of kind, shared rituals or traditions and sense of moral responsibility. Significantly, the brand keeps members connected to the group. According to the results, it is worth mentioning that integrated marketing communication strategies influence the building of augmented reality gaming brand community across all elements of the brand community, except for the fact that it has very little influence on advertising.
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