2014
DOI: 10.1057/dddmp.2013.76
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Demographic differences in recall and recognition rates of in-game advertisements

Abstract: In recent years, there has been growing interest from advertisers in product placements in video games. While studies have been conducted on the effectiveness of such in-game advertisements, they have generally been limited owing to the profile of respondents, who were younger and of male gender. With the growing number of gamers from other demographic groups, this study aims to establish whether there is any difference in the effectiveness of in-game advertisements across demographic segments. For this study,… Show more

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Cited by 3 publications
(1 citation statement)
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References 26 publications
(74 reference statements)
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“…According to Waiguny, Nelson, and Terlutter (2010), food products embedded in games can shape children's brand beliefs about food healthiness. Moreover, brand reception is moderated by a wide range of factors such as the age and gender of players (Toh and Leng, 2014), brand familiarity as a measure of the extent of a consumer's experience with the brand (Martí-Parreño, Bermejo-Berros, and Aldás--Manzano, 2017), type of brands like a well-known brand and a less-known brand (Rosado and Agante, 2011), the frequency of brand repetition (Martí-Parreño, Bermejo--Berros, and Aldás-Manzano, 2017), the frequency of playing the game, the type of game, and the type of product placement (Yang, Roskos-Ewoldsen, Dinu, and Arpan, 2006). Brands or branded products can be incorporated into the virtual environment in various ways.…”
Section: Cemj 65mentioning
confidence: 99%
“…According to Waiguny, Nelson, and Terlutter (2010), food products embedded in games can shape children's brand beliefs about food healthiness. Moreover, brand reception is moderated by a wide range of factors such as the age and gender of players (Toh and Leng, 2014), brand familiarity as a measure of the extent of a consumer's experience with the brand (Martí-Parreño, Bermejo-Berros, and Aldás--Manzano, 2017), type of brands like a well-known brand and a less-known brand (Rosado and Agante, 2011), the frequency of brand repetition (Martí-Parreño, Bermejo--Berros, and Aldás-Manzano, 2017), the frequency of playing the game, the type of game, and the type of product placement (Yang, Roskos-Ewoldsen, Dinu, and Arpan, 2006). Brands or branded products can be incorporated into the virtual environment in various ways.…”
Section: Cemj 65mentioning
confidence: 99%