Investigating the Behaviors of Mobile Games and Online Streaming Users for Online Marketing Recommendations

• Published in: International journal of online marketing Vol. 11; no. 1; pp. 39 - 61
• Main Authors: Liao, Shu-hsien, Chiu, Wei-Lun
• Format: Journal Article
• Language: English
• Published: Hershe IGI Global 01.01.2021
• Subjects: Big Data; Cluster analysis; Computer & video games; Digital marketing; Internet marketing; Market surveys; Marketing; Online games; Players; Relational data bases; Streaming media; Web applications; Taiwan
• ISSN: 2156-1753; 2156-1745
• DOI: 10.4018/IJOM.2021010103

Mobile games have become online leisure and communication activities, so in recent years, different generation players have gradually become more involved in mobile games and the market has grown. Online streaming refers to entertainment and communicate in the form of a real-time broadcast on the internet, such as mobile gaming apps which create a one-stop game audio-visual interactive online marketing and social media/network platforms. Using a market survey on Taiwan players, a total of 1,020 questionnaires data are incorporated into a relational database. Big data analytics, including cluster analysis and association rules, are used to determine game players' profiles and their preference patterns and rules. Using cluster analysis, the authors divide Taiwan mobile game players into three clusters and then find each group's profiles. In addition, this study develops a rule-based recommendation approach, association rules, for investigating mobile games players' online streaming and purchasing behaviors in terms of online marketing recommendations.