Social media marketing strategies for Vietnamese mobile game companies based on case study of Play Together VNG
Le, Hoang (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051311042
https://urn.fi/URN:NBN:fi:amk-2024051311042
Tiivistelmä
This thesis explores Play Together VNG's marketing strategies in Vietnam's mobile gaming industry, focusing on its utilization of social media platforms. The study thoroughly examines VNG's unique marketing tactics, drawing insights from a digital marketing research framework developed by P.K. Kannan and Hongshuang (Alice) Li in 2016.
Through an analysis of parameters like marketing mix (1); two-sided market (2); social media networks, search engines, and player behavior (3); social media performance and metrics (4); and marketing outcomes for customers and firms (5); the study evaluates Play Together VNG's campaign execution. Spanning from December 2023 to April 2024, the study relies on reliable secondary data from VNG's official platforms and other credible sources. However, the author recommends supplementing the study with real-world testing for a comprehensive evaluation.
The findings not only contribute to theoretical knowledge but also offer practical insights for digital marketers. Marketers are encouraged to adapt their strategies and conduct thorough research to achieve positive results, as demonstrated by the effective social media marketing strategy and campaign execution of Play Together VNG.
Through an analysis of parameters like marketing mix (1); two-sided market (2); social media networks, search engines, and player behavior (3); social media performance and metrics (4); and marketing outcomes for customers and firms (5); the study evaluates Play Together VNG's campaign execution. Spanning from December 2023 to April 2024, the study relies on reliable secondary data from VNG's official platforms and other credible sources. However, the author recommends supplementing the study with real-world testing for a comprehensive evaluation.
The findings not only contribute to theoretical knowledge but also offer practical insights for digital marketers. Marketers are encouraged to adapt their strategies and conduct thorough research to achieve positive results, as demonstrated by the effective social media marketing strategy and campaign execution of Play Together VNG.