Pemetaan Penelitian Terhadap Topik Advergaming

Abstract

Advergaming is an approach in marketing that is currently in great demand in Indonesia. This research was conducted to review previously conducted research maps on the topic of advergaming. So that research opportunities related to advergaming are found and can form a state of the art from research related to advergaming. The method used in this study is a literature review search method visualized with the Open Knowledge Maps and Vos Viewer applications. Open Knowledge Maps is used to map research clusters that have been carried out previously. While Vos Viewer is used to review advergaming clusters formed based on analysis from different sources. The results of this study show that research on the topic of advergaming in the last ten years it has been predominantly in the business area with a research domain related to the effectiveness of using advergaming on a brand. So that in its development, research related to advergaming still has opportunities to be developed such as research with a varied advergaming model development domain.