What's 'Awe' The Hype? Motivations to Share Video Game Information

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dc.contributor.authorBlankenbeckler, Logan Bryanen
dc.contributor.committeechairIvory, James Deeen
dc.contributor.committeememberIvory, Adrienne Holzen
dc.contributor.committeememberWaggenspack, Beth M.en
dc.contributor.departmentCommunicationen
dc.date.accessioned2017-06-05T08:00:14Zen
dc.date.available2017-06-05T08:00:14Zen
dc.date.issued2017-06-04en
dc.description.abstractOver the past few decades, video games have become a popular avenue for dissemination of information and publicity about video games is word-of-mouth sharing. Thus, it is imperative for researchers to examine the social, and individual processes that guide this behavior. Focusing on prerelease sharing behavior specifically, this pair of studies aimed to identify predictors and dimensions of video game information sharing, and explore the impact content characteristics have on individuals' likelihood to share game information either online or to friends. A pretest survey (n = 577) investigated the prominence word-of-mouth communication has on video game information sharing amongst college students, finding it to be the most common method of sharing and obtaining game information. The main experiment (n = 227) examined participants' intent to share information after being exposed to a video game trailer manipulated to emphasize variations of core video game characteristics (control, narrative and mechanics) and emotional appeals (control, awe and hedonic). There were no findings suggesting the manipulations had a significant effect on participants' intent to share; however, those who reported first-person shooters as their favorite genre reported significantly more intent to share. Conceptualized through Social Exchange Theory and Social Identity Theory; the experiment also explored motivations to share based on exchange value, and gamer identity. Implications for our understanding of motivations to share game information based on social networks and content characteristics are discussed.en
dc.description.abstractgeneralQuestions about what makes video games highly anticipated and commonly discussed before games are played by the general public were examined through a pretest survey and main experiment. A pretest questionnaire focused on potential motivations driving word-of-mouth information sharing among video game players about particular games. The main experiment further examined motivations to share game information but also considered the impact of content characteristics (games intended for enjoyment vs. awe-inspiring experiences) and game characteristics (games story driven vs. gameplay driven) used in video game trailers on intent to share and heightened anticipation surrounding an upcoming game. Word-of-mouth information sharing and social structures were highly related to participants’ intent to share information about games to friends, but specific content included in video game trailers did not significantly increase intent to share. This thesis contributes to word-of-mouth and marketing research in the context of prerelease video game promotional efforts by examining external and internal motivations which drive the sharing of information or content with friends.en
dc.description.degreeMaster of Artsen
dc.format.mediumETDen
dc.identifier.othervt_gsexam:11853en
dc.identifier.urihttp://hdl.handle.net/10919/77890en
dc.publisherVirginia Techen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectaween
dc.subjectcontent characteristicsen
dc.subjectmotivationen
dc.subjectsharingen
dc.subjectvideo gamesen
dc.titleWhat's 'Awe' The Hype? Motivations to Share Video Game Informationen
dc.typeThesisen
thesis.degree.disciplineCommunicationen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.levelmastersen
thesis.degree.nameMaster of Artsen

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