Snap, the parent company of social network Snapchat, on Tuesday launched its Specs augmented reality glasses, a major bet by a struggling company to stake out ground in the post-smartphone era.

Dr. Naser Pourazad, senior lecturer in marketing at Flinders University's College of Business, Creative Arts, Law and Social Sciences, has examined how video game fans express their brand advocacy through online forums—and this reveals distinct consumer engagement patterns that challenge traditional marketing approaches. "This isn't just about games," says Dr. Pourazad. "As brands try to build passionate fan bases, our study shows the traditional marketing playbook is broken."