Understanding Influencer Marketing in the Gaming Industry: The role of social influence and engagement

Abstract

The gaming industry is experiencing rapid growth, and influence marketing has become an essential tool for brands seeking to reach gamers. Based on a narrative literature review, this study aims to explore the role of social influence in the context of influence marketing in the gaming industry, with a focus on the impact of user engagement.

Drawing upon social influence theory and the concept of social congruity, we propose a conceptual model that connects these key variables. The model suggests that social influence exerted by gaming influencers on social media can influence user engagement.

The expected results of this study will contribute to a better understanding of the role of social influence in influencer marketing within the gaming industry. Furthermore, the proposed conceptual model will provide insights for marketing professionals to optimize their influence strategies and enhance user engagement among gamers.

Keywords: influence marketing, gaming, social influence, engagement, social congruity, conceptual model.

JEL Classification: M31

Paper type:  theoretical research