Los videojuegos como soporte publicitario. Análisis comparativo entre estudiantes universitarios en Portugal y España

Alejandro Tapia Frade; Gema Bonales Daimiel; Belén Moreno Albarracín

doi:10.31921/doxacom.2839

Authors

Tapia Frade University of Cádiz https://orcid.org/0000-0003-1071-4536
Gema Bonales Daimiel Complutense University of Madrid https://orcid.org/0000-0003-2085-2203
Belén Moreno Albarracín San Jose State University https://orcid.org/0000-0003-1680-7389

DOI:

https://doi.org/10.31921/doxacom.2839

Keywords:

videogames, advertising, youth, university

Abstract

Changes in leisure consumption are causing transformations in the relationships between young people and brands. A reflection of this is found in video games, whose predominant user profile is that of young people between 18 and 30 years old.

Thus, this research is based on the main objective of determining, from a multicultural perspective, the profile of the university student gamer in Spain and Portugal. Two specific purposes are derived from it: to evaluate the user's relationship with the integrated brand and to compare perceptions based on cultural factors.

To achieve them, a survey is carried out on 603 university students.

The results obtained show differences in intensity and frequency of play. In conclusion, a favorable, although conditional, relationship is observed between the integrated brands and the players. For their part, Portuguese university students show greater reluctance to the promotional space of the video game, conditioning their transfer to the effective integration of the brand in the narrative of the game, and to it not being the protagonist of it.

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Author Biographies

Tapia Frade, University of Cádiz

Associate Professor at the University of Cádiz. He has 17 years of university teaching experience (European University Miguel de Cervantes, UNIR, and Loyola Andalusía University) and two six-year research periods, resulting in the publication of approximately 100 articles and book chapters. He has also been a visiting professor at universities in Portugal, the Netherlands, and Germany. Finally, he is the editor of some scientific journals and has served on the scientific committees of numerous international conferences and high-impact journals.
Gema Bonales Daimiel, Complutense University of Madrid

Professor at the Complutense University of Madrid for 7 years. Accredited by ANECA (National Agency for Quality Assurance and Accreditation of Quality Assurance and Accreditation of Higher Education), she has published many articles and book chapters, as well as coordinating several monographs. She has also been part of the scientific committee of numerous international conferences. She has many publications on the interaction of brands in various technological fields,
Belén Moreno Albarracín, San Jose State University

Assistant Professor of Creative Advertising at the San José State University, California, and lecturer at the International University of La Rioja. Previously, she was a Predoc researcher at the University of Malaga (FPU fellowship). She holds a BA in Journalism from the University of Málaga and a Master’s in Audiovisual Communications for the Digital Age from the Complutense University of Madrid. She is currently finishing her PhD in Communications at the University of Malaga. Her main research line is brand communications, with a focus on branded content and brand identity.
San Jose University, California

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