Harsh critics are the most loyal fans of video game brands, study shows

Dr. Naser Pourazad, senior lecturer in marketing at Flinders University's College of Business, Creative Arts, Law and Social Sciences, has examined how video game fans express their brand advocacy through online forums—and this reveals distinct consumer engagement patterns that challenge traditional marketing approaches. "This isn't just about games," says Dr. Pourazad. "As brands try to build passionate fan bases, our study shows the traditional marketing playbook is broken."

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