Gaming peripherals refers to the external devices connected to computers, consoles, or phones to enhance gaming experiences and optimize gamers’ performances. In recent years, many market reports have forecasted the future of gaming peripherals is bright due to increasing engagements of Generation Z gamers. The fact that Generation Z gamers spend most of their leisure time on gaming and social media has made social media marketing become an important channel for gaming peripherals brands to engage with young gamers. Moreover, to sustain in the competitive market, it has become an important marketing goal to build up brand loyalty for gaming peripherals brands. The research indicates to provide marketing managers the guideline of applying social media marketing strategies for Generation Z to build brand loyalty for gaming peripherals brands. To achieve the research objective, the mixed research method is applied in this study with three phases. At the first phase, the author reviewed the literature related to gaming peripheral brands and social media marketing. HyperX, the brand targeting Gen Z gamers, is selected for the case study. The second phase aims to investigate customers’ profiles. The author designed the online questionnaire with screening questions to select the prospective interviewees. Afterwards, the in-depth interviews are conducted to further understand their personas and customer journeys. At the third phase, expert interviews will be conducted with HyperX’s marketing managers to understand how the industry perceives the research results. Finally, the marketing guideline from academic and industry perspectives is developed to conclude this research.
Shih-Yuan Hsu, National Cheng Kung University, Taiwan
About the Presenter(s)
Ms Shih-Yuan Hsu is a University Postgraduate Student at Institute of Creative Industries Design, National Cheng Kung University in Taiwan
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