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가격 프로모션이 게임 시장에 미치는 장기 영향 분석: 토빗 모형이 결합된 패널 벡터자기회귀 모형(TAPVAR)을 중심으로
Author
최윤섭, 이준혁, 이재영
Journal Title
마케팅연구
Publication Year
2022
Topics
Summary
This study analyzed the long-term and short-term effects of price promotion on gameplay and game-related activities using the TAPVAR model with data collected from the game distribution platform Steam. The analysis revealed that price promotion has a dynamic interaction with gameplay and related activities. Based on these results, the study proposes practical implications for effective marketing strategies for game marketers.
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