What is your digital value strategy?
Value is a fundamental driver for consumer decision making. However, many organizations are unclear about what value consumer derive from their products or services. Moreover, this is even more complicated in the digital environment. Using research over the past decade, I provide a strategic toolkit to think and thrive through developing and managing digital value for your organization.
- Published in Blog, Luxury marketing, Technology
Engaging the gamers: what motivates gamers to purchase virtual goods
Virtual goods market generates more than $15 billion in annual revenue globally and is rising rapidly. We demonstrate how and which extrinsic and intrinsic motivations influence gamers to engage and purchase virtual goods. In examining the interactive effects of individual- and group-level variables, we uncover the social influence dynamics that drive virtual purchase behaviour. Thus, we answer if the virtual economy-based purchase behaviour demonstrates an extension of real-world behaviour.
- Published in Blog, Mobile, Technology