Digital Entertainment

Since, the introduction of smartphone in 2000, the concept of consumer engagement has attracted the marketers over the globe. The smartphones are assumed as a means of user engagement for digital entertainment media. The idea behind this research paper is to do a systematic review on consumer engagement in digital entertainment (CEDE) and to identify research gaps in the existing studies. The method of systematic review of literature is adopted to review 204 papers on consumer engagement from five reputed publishers. After the initial screening of the articles, 24 relevant articles to the study topic were identified and a content analysis was applied to find the insights. The findings of the study reveal that most of the selected studies on digital entertainment have paid significant attention to social media. Facebook, Twitter and Instagram were in higher use to boost consumer engagement. The maximum number of research citations on CEDE are from year 2015. The results obtained show an increasing publication count after 2017 on consumer engagement and the maximum numbers of such research efforts are from USA, followed by Australia, UK, China, India. The research paper will be helpful for the academicians, researchers and marketers in knowing the research trends in consumer engagement.

This book chapter tries to address the concept of Consumer engagement and subsequently review it systematically in the light of digital entertainment through existing studies, theories and frameworks. It also aims at providing a broad theoretical perspective on the various applications of consumer engagement and how it differs across different platforms. What are the various aspects of a digital platform that engages consumers? While doing so this study also attempts at addressing the existing gap where consumer engagement has been studied more in the context of a brand consumer relationship. The first half of the chapter focuses on existing definitions and theories. The analysis and discussion in the second part of the chapter broadly applies the above framework while the concluding part discusses significant digital entertainment formats and options in consumer engagement.

In some private television channels, herbal cream advertisements for joint diseases are televised. These ads, which are shown for a few minutes on the screens, are generally directed toward the elderly who complain of joint pain and related creams are claimed to be effective in passing many pain irrespective of the variety. In these ads, singers and elderly who complain of joint pain also show up and tell the effects of creams. The advertisements are constructed in a metaphoric language. Therefore, in this study, herbal cream advertisements for joint diseases will be examined through the advertisement of 3,000-year-old Miracle Cream, Miracle Cream of East Medicine and Miracle Cream, which are televised in the middle of 2017. In this ethnographic study, how the relevant advertisements are coded, organized and nurtured for the buyers who complain of joint pain, will be investigated.

The domain of research games for health care aims to increase the health care results and empower conduct change. Current research work presents conceptual frameworks that describe the characteristics of both games and well-being interventions. Existing studies are limited in explanations of how disciplinary and interdisciplinary stakeholders understand the design and development of games for well-being. The study collected eighteen specialists from different professional fields related to gaming, social health, and gaming for welfare, and collected sixteen games for sampling. In this study, we adopted the approach of counting open card arranging for results and feedback of patients about the games. The study revealed proof of reasonable contrasts recommending that a game from a health point of view is not just the aggregate of game and health care viewpoints. We used different games to describe the games and their health combinations. In our study we reveal that there is a need to explain what characteristics are required when designing and developing games for health. We explore ways to apply this work to include methods, to enhance the process of designing games for health, and to guide approaches to games for large-scale empirical research.

The Entertainment industry is witnessing the convergence of device, network, and platform. This chapter highlights and discusses services and applications that apply these three technologies. AI has found application in the Entertainment industry in all three areas Creation, Production, and Consumption. In the areas of production, inputs from IoT sensors result in large amounts of data, which is then analyzed using Big Data analytics to arrive at actionable insights. AI with help from Big Data analyses IoT data collected from sensors and presents us with highly accurate data of consumer behavior helping us analyzing trends and patterns of purchasing. Virtual Reality based emotion personification can enhance the audience’s experience, by engaging with them through sharing of emotions thus creating an immersive VR experience. As industries enjoy the benefits of AI, Big DATA & IoT they should be equally prepared for its undesirable negative consequences. Increasing AI, Big DATA, & IoT deployments across disciplines will bring in legal, moral, and ethical issues. Appropriate regulatory measures by competent authorities after anticipating its impacts will help in striking the balance. The Management of security risks through adherence and compliance to industry best practices in data security as well as the physical security of the IoT assets will serve as a driver for AI, Big DATA, & IoT adoption. The industry needs to drive consensus on the adoption of interoperable standards and protocols that will provide the much needed end-to-end interoperability of AI management standards, Big Data Analysis, immersive production, distribution, and consumption of media. Lastly, on the human resources front companies in the Entertainment industry need to upskill their employees in a whole new set of multi-disciplinary skill sets and understanding & expertise in IoT hardware and software.

Entertainment is an activity that keeps one amused, gives pleasure, makes one smile, laugh, or even shudder in horror. It also keeps one engaged and diverted. From time immemorial, man has felt the need for entertainment. Gradually it evolved into an industry providing means of livelihood to millions. It can be said to be tripod: the performer, the receiver, and the medium. If any leg of the tripod is missing or not strong enough, the entertainment cannot happen. For instance, the performer could be a poet, medium the radio, and receiver the listeners. The poet must be good, radio should not splutter or cackle, and listeners must be willing to be engaged and only then, entertainment can happen. Today, with tremendous leaps in technology across all sectors, the very complexion of entertainment has changed from live orchestra bands and singing shows to radio pelting out favorites, gramophones, juke boxes, record players, then tapes, CDs, iPod and now any song anywhere at a tap of the finger. Whether listening to songs or watching movies or reading, a person is spoilt with array of choice of products and mediums. One can watch a movie of any language (sub-titles are there), a documentary, TV show, or uploaded video of an influencer on smartphone or TV or laptop through Netflix or Amazon or through cable connections. Entertainment can have a plethora of impact. It can spread joy and positivity, motivate, impress, and lead to learning. It can also stimulate the barbaric instincts of man, spew hatred, lead to riots, and bring down the economy. Entertainment is indeed a powerful force that can create or destroy. Technology today determines the access, quality, and cost of entertainment. The scalability that is possible with technology has reduced costs. Internet facilities reaching remote far flung places have increased accessibility. A very significant dimension is that it has enabled many talented people to explore their capabilities which were not feasible in pre-technology age. Videos of unknown singers go viral. Upcoming standup comedians get huge audience. Small budget films with new artistes become hits. Another dimension to the modern digital entertainment space is that it is multi-disciplinary; it has touched various other verticals like e-commerce, retail marketing, academics, information technology, and others. Products too are interlinked; a movie release could lead to creation of games related to the movie, stimulating sales in a related sector. It can also create a demand for tangible figures and statues of the movie characters leading to manufacturing activities and retail marketing. This paper endeavors to study the various aspects of digital entertainment, modes, impact, and effectiveness; the history and evolution of digital application-based viewing and its probable future; and the disruption that smartphones, Over the Top (OTT) players and Videos on Demand service applications on networks have caused. For primary data, interview and questionnaire methods are used. The sample comprises of performers, content creation teams, technology people creating applications, and entertainment receivers. The finding is the loopholes that need to be plugged by statute and self-regulation to prevent the down sides of digitization and a generic model so that digitized entertainment can become a tool for hope, joy, and development.

Digital entertainment pulls the millennials to a next level of entertainment and as all of us know the platforms where entertainment is there, it automatically attracts the new age cutting technological advertisements. Adverts with consumer self-generated content are more or less very much a thing for future. Video bloggers attract huge number of subscribers and technicalities. Video bloggers, Instagram channels that’s why use this do it yourself media content for popularizing the product along with make significant gain in developing market trust. This helps in getting more customer engagement and the experience gets manifold. So in this chapter the authors try to put this framework of digital entertainment, do it yourself adverts, trust of customer along with long-term patronage into a mix and provide a holistic view for all.

Today, businesses use communication channels which are usually done to create brand value on consumers and to support the sale of the brand. However, it is controversial whether these efforts find the expected response in consumers. On the consumer side, there are word-of-mouth communication channels which have become an electronic WOM (eWOM) concept after the spread of internet and social networking sites. Consumers are seeking information about products/brands and taking into account the impact and approval of certain reference groups such as market mavens. Market mavens have become much more effective in the digital environment and has reached an impact power that both affects and directs consumers via eWOM. As confidence and commitment to market mavens developed, interest in the products/brands they offered increased. Today’s brands that realize the importance of market mavens will be able to survive and stand out in a competitive environment. Such brands can benefit from this marketing advantage by generating messages and content that can be viral for market mavens through eWOM.

In this fast-paced technological advancement we are moving toward digitalization. Since the popularity of the marketing communication channel conventional media channels are newspaper, television, radio, direct mail and the yellow pages. Digital epoch changed everyone lives. Internet services empowered individuals on various sites like facebook, google, e-bay, paypal, amazon, yahoo, and netflix. Facebook users in India are about 346.2 millions in India in 2020, which is an example that connects people easily (www.​statistia.​com). Digital marketing is a platform that helps to share feelings, information’s, and attitude. It makes great impact on our life. Digital technologies are treated as a family member as every member spares their time in it. Digital technologies changed everyone’s life and marketers get the chance to know about customer’s habit, technologies, and preferences that is not possible in other conventional marketing channels. It improves communication and to get in touch with customers in small budget or cost. Selection of the right marketing communication channel is the strategy of the business to compete in the communication field (masterful-marketing.com). For this lots of efforts are doing by the marketers or business persons to create stronger relationship with the customers through their marketing communication tools with the use of digital technologies.

Technological developments have revolutionized the means through which organizations approach their marketing strategy. With increasing internet penetration, social media platforms are more popular now than ever. Hence, it is imperative for today’s organizations to integrate social media into their overall marketing strategy successfully. This chapter highlights social media platforms’ various features and how those platforms can be leveraged for marketing activities. Consequently, a detailed set of guidelines are provided, which can be implemented for successful social media strategy, planning, and execution. A managerial toolkit is also provided to aid in the implementation of social media strategy. Finally, specific themes are highlighted to help marketers navigate the dynamic domain of social media.

The increasing use of social networks in almost every part of the world has led to research on various age groups. Because it is important to understand individuals and social media-based transformations in the social media age. Like the causes and consequences of the social media’s intense penetration into social life, it is of course a contemporary importance to reflect on the concepts and practices introduced by social media to daily life. The concept of sharenting, which enters the new media literature as “sharing parenting” or “social media parenting,” is as popular as it is for discussion. Indeed, given that social media itself is in the midst of many ethical debates, it is necessary to discuss the importance of the concept in terms of the privacy of children who need to be protected and whose rights must always be observed. Therefore, in this study, sharenting, which refers to sharing parenting and is discussed today in many parts of the world, will be discussed and the relationship of social media with privacy will be discussed. The aim of the study is to present current approaches and data on social media and children through sharenting. The study also tries to draw attention to the potential risks of sharenting.

The chapter offers recommendations to effectively integrate social media in a company’s IMC strategy. Using in-depth interviews and practical examples, the author delves deep into social media strategies adopted by organizations operating in different business segments. Findings show that the strategy of social media integration is not about style or aesthetics rather it should be based on a strategic fit between a brand’s objectives and users’ needs. Further, it is imperative for brand managers to have a deep understanding of the company’s goals so that the objectives behind social media integration can be achieved effectively.