What is it about?
The purpose of this paper is to examine the respective effects of advertising, word of mouth (operationalized as “tweets” on Twitter), and serialization on sales of console game series in Japan. To do this, the author classified console game series into four categories on the basis of their sales, identified a singular case that corresponds to each category, and presented a performance calculation model that approximates variation in sales for the first and second titles of each series.
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Why is it important?
The research subject, video game console series in the Japanese market, represents a new area of research. Through the simulation, the finding that the WOM effect is weak in second title releases has academic worth and can be used for forecasting purposes.
Perspectives
Coupled with the results generated by the performance models a comparison of each game series showed that although word-of-mouth and backward serialization may influence sales performance for the first title in a console game series, sales of the second title in the series were most heavily influenced by forward serialization and advertising. The author further found that word-ofmouth via social networks was unlikely to affect the sales performance of a series’ second title.
Mr Makoto Kimura
Niigata University of International and Information Studies
Read the Original
This page is a summary of: Effects for console game sales in Japan market, Asia Pacific International Journal of Marketing, January 2015, Emerald,
DOI: 10.1108/apjml-05-2014-0084.
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