Publication Date
2025
Abstract
Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two sections and included a reaction video of a trailer for a recently released video game. Students were asked to watch this trailer and respond with their thoughts on the game and the content creator involved. Our research questions are examined before and after watching the reaction video. Results indicate changes in opinions and attitudes after watching the reaction video, including a significant positive shift in purchase intentions. Results show that the content creator’s reaction, interjection of personality, and perceived honesty positively affect the trailer, improving audience impressions. Additionally, results are analyzed across demographic variables of gender, age, and video game involvement to understand how they impact reaction video perceptions. The findings show older ages are more negative and less responsive to online video game content. Unsurprisingly, those with more video game involvement are more likely to engage in online content behaviors for video games.
Included in
Advertising and Promotion Management Commons, Arts Management Commons, Business and Corporate Communications Commons, Communication Commons, E-Commerce Commons, Fashion Business Commons, Marketing Commons, Operations and Supply Chain Management Commons, Other Business Commons, Sales and Merchandising Commons
