Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge

Vashisht, Devika; Royne, Marla B.

doi:10.1016/j.chb.2016.05.022

Cited by 46 publications

(33 citation statements)

References 25 publications

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“…This study offers a number of theoretical contributions to research. First, past research has focused primarily on online advergames played on personal computers (e.g., Ham et al, 2016;Sreejesh and Anusree, 2017;Vanwesenbeeck et al, 2016;Vashisht and Royne, 2016;Wanick et al, 2018) and little attention has been paid to advergames played on mobile devices (Çardici and Gungor, 2018). This platform is worthwhile research, as mobile devices are carried everywhere and players are able to access mobile advergames in situations where they cannot access other devices, such as computers.…”

Section: Discussionmentioning

confidence: 99%

“…In addition, as Martí-Parreño et al (2017) note, college students are one of the most important groups of video game players. Therefore, student samples are appropriate for video game research and are frequently used in advergame research (e.g., Ham et al, 2016;Lee and Cho, 2017;Sreejesh et al, 2018;Steffen et al, 2013;Tuten and Ashley, 2016;Vashisht and Royne, 2016). Therefore, the use of a student sample is appropriate for this study.…”

Section: Procedures and Samplementioning

confidence: 99%

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Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Catalán

Martínez

Wallace

2019

JPBM

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Purpose This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming. Design/methodology/approach Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model. Findings The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions. Research limitations/implications The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most. Originality/value This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.

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Section: Discussionmentioning

confidence: 99%

Section: Procedures and Samplementioning

confidence: 99%

Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Catalán

Martínez

Wallace

2019

JPBM

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“…We also used the scale developed by Van Reijmersdal et al 2016, which included 4 statements to measure participants' to purchase intention. In addition we used the scale developed by Vashisht & Royne (2016) containing 5 expressions for measuring persuasion knowledge 3 expressions for measuring electronic word-ofmouth communication were developed by Maxham & Netemeyer (2002) and were translated into Turkish. The control of the statements translated into Turkish was carried out by three academicians.…”

Section: Methodsmentioning

confidence: 99%

The Effect of Digital Content Marketing on Tourists’ Purchase Intention

Pektaş¹,

Hassan²

2020

JoT

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The purpose of this study is to reveal the effect of digital contents on tourists' purchase intention using the persuasion knowledge model. For this purpose, data were collected by purpose sampling method between 25 December 2018 and 31 January 2019 with the approval of Bartin University Social and Humanities Ethics Committee. The obtained 105 data were analyzed. As a result of the analysis, it was found that there were significant positive relationships between tourists' purchase intention, eWOM and suspicion sub-dimensions (reliability, disbelief). While the reliability of the subdimensions of the suspicion scale influenced eWOM and tourists' purchase intention, it did not appear to have an impact on persuasive information. In addition to the negative correlation between persuasion and suspicion sub-dimensions, it was found that the sub-dimensions of suspicion did not affect persuasion.

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“…The effect of advergames, banners and user type on the attitude to brand and intention to purchase the current advertising paradigm in traditional advertising formats, going from unidirectionality, i.e., sending the message from a single direction, without immediate response, to bidirectionality, where communication is given in both directions, obtaining immediate responses (Kuo & Rice, 2015;Lin, 2014;Vashisht & Royne, 2016;Verberckmoes et al, 2016). Advergames are video games that allow a continuous exposure of the user to the advertised brand, and the user can interact with the brand's values and positioning (Lee & Cho, 2017).…”

Section: Advertising Formats On the Internet: The Effect Of Advergamementioning

confidence: 99%

“…Interactivity can be a fundamental element as it is what enables contact (even if is simulated) with the product that is intended to be promoted. Because an advergame is a more interactive experience than browsing a website with banners (Vashisht & Royne, 2016;Verberckmoes et al, 2016), brands advertised in advergames should present, in response by consumers, a better attitude towards the brand and a greater intention to purchase the brand than the brands advertised in banners. Therefore:…”

Section: Advertising Formats On the Internet: The Effect Of Advergamementioning

confidence: 99%

The effect of advergames, banners and user type on the attitude to brand and intention to purchase

Farías¹

2018

RBGN

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Purpose-This research was intended to analyze the effectiveness of advergames in comparison with banners. In addition, it seeks to analyze whether the type of user (someone who just casually browses the Internet vs. someone looking for product information on the Internet) will influence the effectiveness of both Internet advertising formats. Design/methodology/approach-An experiment with 152 participants controlling perceived entertainment. Findings-it has been observed that advergames are not superior to banners in improving the attitude towards brand and intention to purchase. These results are independent of the type of user (casual browsers vs. information seekers). Originality/value-While banners are traditional formats in Internet advertising, other formats have emerged as technology advances, such as advergames.

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Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge

Cited by 46 publications

References 25 publications

Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

The Effect of Digital Content Marketing on Tourists’ Purchase Intention

The effect of advergames, banners and user type on the attitude to brand and intention to purchase

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