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13 pages, 2188 KiB

Open AccessArticle

Effects of Brand Experience: The Case of The Witcher Brand in the Eyes of Polish Customers

by Agnieszka Barbara Bojanowska and Agnieszka Surowiec

Sustainability 2022, 14(21), 14274; https://doi.org/10.3390/su142114274 - 1 Nov 2022

Cited by 1 | Viewed by 2737

This article addresses the issue of brand recognition in the context of its elements and the products that use it. This is a study of customer experience with the brand. The example of The Witcher brand was chosen for consideration as this brand has recently been extremely popular both in Poland and other countries. The purpose of this article is to indicate the course of The Witcher brand formation process in the eyes of Polish consumers in relation to selected products related to the brand. The aim of the article is realized through research conducted by a diagnostic survey method among 538 respondents. The survey was conducted via an online questionnaire in February 2022. The results obtained allowed us to conclude that customers who have known the brand for more than 5 years pay attention to it primarily through books, not just a game or series. The article also indicates that customers who have seen advertising with The Witcher characters buy products related to the brand. However, the research did not confirm that The Witcher brand recognition is most strongly supported by the Netflix production. This research may have practical implications (e.g., for entities using the Witcher image or name in their products) and theoretical ones (including to expand knowledge of branding mechanisms for many products using it). Further research direction for the future can be indicated: research should be expanded to other countries, as The Witcher brand is recognized almost all over the world. Full article

(This article belongs to the Special Issue Sustainable Organizations and Their Products in a Turbulent Environment)

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9 pages, 232 KiB

Open AccessArticle

A Real Witcher—Slavic or Universal; from a Book, a Game or a TV Series? In the Circle of Multimedia Adaptations of a Fantasy Series of Novels “The Witcher” by A. Sapkowski

by Sławomir Gawroński and Kinga Bajorek

Arts 2020, 9(4), 102; https://doi.org/10.3390/arts9040102 - 3 Oct 2020

Cited by 7 | Viewed by 11457

Abstract

A series of novels about a witcher, written by Andrzej Sapkowski almost thirty years ago, has now become an inspiration for the creation of mass productions of mainstream popular culture—film and multimedia adaptations for use in computer games. It is one of the few examples of global messages of mass culture being based on Polish creativity. The recognition of “The Witcher”, due to the Netflix production, soon contributed to building the national pride of Polish people, and at the same time sparked a discussion in Central and Eastern European countries on the consequences of the multimedia adaptation of Andrzej Sapkowski’s prose. Questions about the dissonance between the Slavic and universal dimensions of “The Witcher” in relation to the original novels and their adaptations are a part of the traditional discourse on the adaptability of literature and its consequences for the reception by the audience. This article tries to capture the specific character of the adaptations of Andrzej Sapkowski’s literature from the point of view of typology, known from the literature of the subject, as well as to answer the question about the consequences of the discrepancy between the original book and its adaptations in the form of a film, a TV series, and computer games. The considerations in the article were based on the literature analysis and the research based on the existing sources. Full article

(This article belongs to the Special Issue The Art of Adaptation in Film and Video Games)

13 pages, 260 KiB

Open AccessArticle

Social Media Marketing in Creative Industries: How to Use Social Media Marketing to Promote Computer Games?

by Bartosz Wawrowski and Iwona Otola

Information 2020, 11(5), 242; https://doi.org/10.3390/info11050242 - 30 Apr 2020

Cited by 21 | Viewed by 14367

Abstract

Currently, almost every business entity has one or more social media accounts. This statement is true for companies operating in creative areas as well. Social media make it possible to perform widely understood marketing-oriented undertakings. They allow for toll-free presentation of a particular company, its history, products, achievements, as well as for encouraging prospective customers to visit its websites. Social media marketing plays an important role in the satisfactory advertising of creative brands, companies, and products. The aim of this article is to discuss the possibilities of utilizing social media marketing by a creative company dealing with the production of computer games. The authors have attempted to analyze selected elements of computer game promotion opted for by the CD Projekt Capital Group. As of currently, The Witcher game is a product that is well known and highly appreciated all over the world. Nevertheless, its promotion has required the utilization of a proper marketing strategy, based on social media-specific tools. Full article

(This article belongs to the Special Issue Knowledge Management, Trust and Communication in the Era of Social Media)

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