Social games and advertising
Reflecting on the four levels of digital consumer engagement
Keywords:
Advertisement, Digital Engagement, Social Games, Digital Social Network, EntertainmentAbstract
This paper aims at reflecting about playful publicity in Social Games, which is a form of interaction related to digital social networks, working as a generator of an ideal and profitable space to the interaction practices associated to the four levels of digital engagement with brands. The participation, marked by the contact; the interaction, connected to the action; the intimacy, associated to the feeling; and the influence, related to the recommendation are to be analyzed which are intrinsic characteristics to this kind of entertainment.
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Copyright (c) 2026 Olga Santos Siqueira, Karla Patriota Bronsztein
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