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Beyond product placement: a model for advergaming as viral marketing tool in South Africa

a model for advergaming as viral marketing tool in South Africa

Bianca Wright
Nelson Mandela Metropolitan University
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Beyond product placement: a model for advergaming as viral marketing tool in South Africa. (2022). Communicare: Journal for Communication Studies in Africa, 30(1), 47-65. https://doi.org/10.36615/jcsa.v30i1.1665
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  • Submited: October 16, 2022
  • Published: October 17, 2022

Abstract

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

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How to Cite
Beyond product placement: a model for advergaming as viral marketing tool in South Africa. (2022). Communicare: Journal for Communication Studies in Africa, 30(1), 47-65. https://doi.org/10.36615/jcsa.v30i1.1665

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