Artificial intelligence, emerging technologies, and digital marketing system among gaming companies: Basis for powered digital marketing system framework

International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 16

Available Online: 10 December 2024

Author/s:

Zhong, Yuankai
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (420355505@qq.com)

Abstract:

This study explored the convergence of artificial intelligence (AI), emerging technologies, and digital marketing systems within China’s rapidly growing gaming industry. It assessed these components in gaming companies to construct a framework for a more effective digital marketing system. The research focused on AI adoption, user engagement, and the challenges associated with its use, while also investigating the adoption of technologies like virtual reality (VR), augmented reality (AR), and cloud gaming. Additionally, the effectiveness of current digital marketing systems—evaluating brand awareness, lead generation, and sales conversion was examined. This analysis ultimately sought to test the relationships between these factors and develop a framework that gaming companies can leverage for strategic growth. Key findings included the integral role of AI in enhancing user engagement and addressing challenges within game development, as well as the importance of emerging technologies in shaping user experiences. The digital marketing systems analysis highlighted that well-targeted social media campaigns, engaging content, and influencer collaborations are crucial for building brand awareness and driving sales conversion. This study also employed a quantitative research design, surveying 400 gaming company employees, and used Pearson Correlation and Regression Analysis to uncover the relationships between these factors.

Keywords: AI usage, emerging technologies, digital marketing systems, brand awareness, lead generation, sales conversion

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DOI: https://doi.org/10.5861/ijrsm.2024.1326

Cite this article:
Zhong, Y. (2024). Artificial intelligence, emerging technologies, and digital marketing system among gaming companies: Basis for powered digital marketing system framework. International Journal of Research Studies in Management, 12(16), 109-119. https://doi.org/10.5861/ijrsm.2024.1326