@inproceedings{4bc917fb262b457ea35031036e63c3da,
title = "La percepci{\'o}n de los jugadores de Fortnite acerca del In-game advertising de film brands: Caso Fortnite x Star Wars",
abstract = "The objective of this research is to know the perception of Fortnite players regarding {"}The Fortnite x Star Wars Event{"}, collaboration of the Star Wars brand and the Fortnite video game, analyzing it from the point of view of in-game advertising, to know if this tool was effective in executing this integration. A naturalistic paradigm methodology will be presented with a qualitative approach, working with a phenomenological design through in-depth interviews with Fortnite players who have been part of this event. Finally, it was possible to show that the popularity of the brand and the innovation of the format within the medium used allowed the success of the in-game advertising strategy in the eyes of users.",
keywords = "Fortnite, In game advertising, Players, Star Wars, Videogames",
author = "Alvaro Chavez-Antezana and Francisco Arbaiza",
note = "Publisher Copyright: {\textcopyright} 2022 IEEE Computer Society. All rights reserved.; 17th Iberian Conference on Information Systems and Technologies, CISTI 2022 ; Conference date: 22-06-2022 Through 25-06-2022",
year = "2022",
doi = "10.23919/CISTI54924.2022.9820503",
language = "Espa{\~n}ol",
series = "Iberian Conference on Information Systems and Technologies, CISTI",
publisher = "IEEE Computer Society",
editor = "Alvaro Rocha and Borja Bordel and Penalvo, \{Francisco Garcia\} and Ramiro Goncalves",
booktitle = "Proceedings of 2022 17th Iberian Conference on Information Systems and Technologies, CISTI 2022",
}