Twitter Usage Practices of Digital Game Brands

Social media is a platform through which brands actively communicate with consumers. By using social media, brands can communicate with consumers regardless of time and place. The purpose of this study is to reveal how Twitter, a popular social media tool, is used by digital game brands. In the stud...

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Autor principal:	Fatih Söğüt
Formato:	article
Lenguaje:	EN TR
Publicado:	Erciyes University 2021
Materias:	i̇letişim marka i̇letişimi twitter microsoft xbox ubisoft sony playstation communication brand communication Communication. Mass media P87-96
Acceso en línea:	https://doaj.org/article/4116c4ca12264c41aeb1b4e57e48474a
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id	oai:doaj.org-article:4116c4ca12264c41aeb1b4e57e48474a
record_format	dspace
spelling	oai:doaj.org-article:4116c4ca12264c41aeb1b4e57e48474a2021-12-02T19:04:31ZTwitter Usage Practices of Digital Game Brands1308-31982667-581110.17680/erciyesiletisim.883390https://doaj.org/article/4116c4ca12264c41aeb1b4e57e48474a2021-07-01T00:00:00Zhttps://dergipark.org.tr/tr/pub/erciyesiletisim/issue/64302/883390https://doaj.org/toc/1308-3198https://doaj.org/toc/2667-5811Social media is a platform through which brands actively communicate with consumers. By using social media, brands can communicate with consumers regardless of time and place. The purpose of this study is to reveal how Twitter, a popular social media tool, is used by digital game brands. In the study, Sony PlayStation, Microsoft Xbox, and Ubisoft, the most followed digital game brands by Twitter users in the world, were selected as sample brands. The tweets published by the selected brands in three months between October 1, 2020 and December 31, 2020 were analysed using content analysis method. According to the results of the research, Sony PlayStation is the most followed digital game brand on Twitter. All three brands shared messages to encourage more sales and for promotion purposes. It was observed that the messages shared by these three brands were mostly in the form of direct tweets. It has been observed that the messages shared by Microsoft Xbox and Sony PlayStation mostly contain URLs and all three brands adopt a one-way communication style. Looking at the findings in general, it can be said that Twitter plays an important role in brand communication for digital game brands.Fatih SöğütErciyes Universityarticlei̇letişimmarka i̇letişimitwittermicrosoft xboxubisoftsony playstationcommunicationbrand communicationtwittermicrosoft xboxubisoftsony playstationCommunication. Mass mediaP87-96ENTRErciyes iletişim Dergisi, Vol 8, Iss 2, Pp 493-515 (2021)
institution	DOAJ
collection	DOAJ
language	EN TR
topic	i̇letişim marka i̇letişimi twitter microsoft xbox ubisoft sony playstation communication brand communication twitter microsoft xbox ubisoft sony playstation Communication. Mass media P87-96
spellingShingle	i̇letişim marka i̇letişimi twitter microsoft xbox ubisoft sony playstation communication brand communication twitter microsoft xbox ubisoft sony playstation Communication. Mass media P87-96 Fatih Söğüt Twitter Usage Practices of Digital Game Brands
description	Social media is a platform through which brands actively communicate with consumers. By using social media, brands can communicate with consumers regardless of time and place. The purpose of this study is to reveal how Twitter, a popular social media tool, is used by digital game brands. In the study, Sony PlayStation, Microsoft Xbox, and Ubisoft, the most followed digital game brands by Twitter users in the world, were selected as sample brands. The tweets published by the selected brands in three months between October 1, 2020 and December 31, 2020 were analysed using content analysis method. According to the results of the research, Sony PlayStation is the most followed digital game brand on Twitter. All three brands shared messages to encourage more sales and for promotion purposes. It was observed that the messages shared by these three brands were mostly in the form of direct tweets. It has been observed that the messages shared by Microsoft Xbox and Sony PlayStation mostly contain URLs and all three brands adopt a one-way communication style. Looking at the findings in general, it can be said that Twitter plays an important role in brand communication for digital game brands.
format	article
author	Fatih Söğüt
author_facet	Fatih Söğüt
author_sort	Fatih Söğüt
title	Twitter Usage Practices of Digital Game Brands
title_short	Twitter Usage Practices of Digital Game Brands
title_full	Twitter Usage Practices of Digital Game Brands
title_fullStr	Twitter Usage Practices of Digital Game Brands
title_full_unstemmed	Twitter Usage Practices of Digital Game Brands
title_sort	twitter usage practices of digital game brands
publisher	Erciyes University
publishDate	2021
url	https://doaj.org/article/4116c4ca12264c41aeb1b4e57e48474a
work_keys_str_mv	AT fatihsogut twitterusagepracticesofdigitalgamebrands
_version_	1718377204823359488

Twitter Usage Practices of Digital Game Brands

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