Effects of Personalized Marketing and Consumer Identity on Steam
Arvo, Joona (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121838201
https://urn.fi/URN:NBN:fi:amk-2025121838201
Tiivistelmä
The objective of this thesis was to study the social determinants and behaviour patterns of users on the Steam web platform with a focus on personalized marketing and consumer identity. The objective was created with the intention of exploring how social determinants affect decision-making in a virtual environment.
The reason for exploring Steam specifically was because of its unique concept. Social media platforms are not new by any means. Steam, however, combines aspects of social media with the ever-rising popularity of video games within an application that serves as a gaming platform, as well as a social media platform to an extent.
Using existing material concerning the matter, along with thematically appropriate works about the theoretical concepts explored in the paper, a theoretical framework was created for the thesis. A survey was also conducted on willing participants to explore patterns and reasons for the use of Steam and its services.
Despite lacklustre correspondence to the survey, there was a pattern to the answers. Most people who responded, indicated that their use of Steam is due to the already established nature of Steam, as well as the easy use of its social aspects to play video games with one another.
The reason for exploring Steam specifically was because of its unique concept. Social media platforms are not new by any means. Steam, however, combines aspects of social media with the ever-rising popularity of video games within an application that serves as a gaming platform, as well as a social media platform to an extent.
Using existing material concerning the matter, along with thematically appropriate works about the theoretical concepts explored in the paper, a theoretical framework was created for the thesis. A survey was also conducted on willing participants to explore patterns and reasons for the use of Steam and its services.
Despite lacklustre correspondence to the survey, there was a pattern to the answers. Most people who responded, indicated that their use of Steam is due to the already established nature of Steam, as well as the easy use of its social aspects to play video games with one another.