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- W2955251191 abstract "Neste artigo, pretende-se compreender como os videojogos online gratuitos podem beneficiar da comunicação de marketing para atrair gamers. Recorreu-se à análise de conteúdos digitais de websites de produtoras e de fóruns online de videojogos, bem como a entrevistas semiestruturadas a gamers. Conclui-se que, embora as produtoras de videojogos utilizem uma variedade de técnicas de comunicação, sobretudo digitais, tiram principalmente partido de fenómenos comunicacionais gerados na própria comunidade gamer, como o electronic-word-of-mouth e o user-generated-content, nos quais os líderes de opinião online adquirem um papel preponderante. Sugere-se maior investigação destes fenómenos para potencial aplicação a outras áreas de negócio." @default.
- W2955251191 created "2019-07-12" @default.
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- W2955251191 date "2019-06-28" @default.
- W2955251191 modified "2023-09-27" @default.
- W2955251191 title "“Free to Play“: a comunicação de marketing dos videojogos gratuitos" @default.
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- W2955251191 doi "https://doi.org/10.4000/cp.4115" @default.
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