By [Author Name]
This zone covers branded games, celebrity gossip, and entertainment-based content. Historically, this included virtual worlds (Second Life), but in the 2020 update, it heavily focuses on (Twitch, Instagram Live, TikTok Live) and gamified ads.
To succeed in social media marketing today, you do not need to be everywhere. You need to understand the psychology of the user in each zone. And for that, there is no better map than the 2020 edition of Social Media Marketing . Tuten, T. L., & Solomon, M. R. (2020). Social media marketing (3rd ed.). Sage Publications.
The authors argue that entertainment is a "flow state." When users are entertained, their resistance to advertising lowers. They cite the rise of "advergames" and influencer challenges as the primary drivers of this zone. Focus: Transaction and Sales
