| Popis: |
In South Africa, advergaming currently does not reach a mass audience because of the lownumber of Internet users and the high cost of Internet access. However, as a brand communicationtool, advergaming has the potential to be used as a viral marketing tactic. The article analysesthe potential of the mobile environment as a catalyst for enabling the use of advergaming as aviral marketing tool in South Africa and proposes a theoretical model derived from an analysis ofexisting literature and observation, for operationalising mobile advergaming. |
