Consumer’s media exposure, motivation, and engagement on “call me emperor” mobile game

Abstract

This study aims to explore Call me Emperor mobile game’s official Facebook page’s exposure, engagement, and motivation to play the game. Also focusing on the relationship between media exposure (Call me Emperor Thailand Facebook page) and consumer’s engagement. Along with the relationship between consumer’s engagement and their motivation to play the mobile game. This research utilizes quantitative methods by collecting the data through online questionnaires. With the sample size of 200 respondents; ages ranging from 18-50 that play the game Call me Emperor Thai localized version. The results of the study indicated that “experiential brand post” was the most frequently seen by the 200 respondents followed by “brand community” posts. Respondents are more willing to engage with the brand through “behavioural” engagement drivers. Consumers are motivated to play the game through “affiliation” motives most. The study also revealed that there is a positive correlation between media exposure and consumer’s engagement. There is also a positive correlation between consumer’s engagement and their motivation to play the game. Concluding that with the right social media post the more willing the consumers are to engage with the brand, along with identifying the consumer’s motivation to play the game could result in an effective marketing strategy when combined.