Indonesia
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Abstract
This study examines the impact of anime character collaborations on player engagement and in-game purchasing behavior in Call of Duty Mobile within the Indonesian market. Indonesia's mobile gaming sector has demonstrated substantial growth alongside the deepening integration of anime culture within society, making it crucial for digital marketing practitioners to understand the psychological mechanisms underlying successful cross-media collaborations.
The research employs a quantitative approach through structural equation modeling, involving 487 CODM players from major Indonesian cities. The study tests four primary variables: Anime Character Brand Affinity, Perceived Value of Collaboration Content, Player Engagement, and In-Game Purchase Intention.
Results demonstrate that anime character collaborations significantly enhance player engagement and drive in-game purchases, with Brand Affinity emerging as the strongest predictor. These findings provide valuable insights for mobile game developers and digital marketing practitioners seeking to leverage cross-media collaborations in the Indonesian market.
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References
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