Strategic implications of brand advocacy on consumer purchase decisions in the video game market

The digital revolution has led to a change in consumer purchasing behaviour, highlighting the importance of the advocate phase, not only for brand reputation, but also for other consumers, who are in the early phases of consider-evaluate. This study explores the extant literature and applies it to the video games market, aiming to investigate, through future research and a survey, how does brand advocacy influence consumers purchase decisions and reduce risk perception, increasing brand trust and reputation in the gaming market.