In-game advertising: Consumers attitude and the effect of product placements on memory

Ho, Shu‐Hsun; Lin, Yuling; Yang, Yibing

doi:10.5897/ajbm11.377

Cited by 9 publications

(6 citation statements)

References 39 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…By studying the relationship between consumers' attitudes and the effect of product placements on memory in the IGA, Yu discovered in 2011 that when the product in the game is placed demonstratively and illustrative, players will be easier to remember the product, and their purchase intention will be promoted [16].…”

Section: Resultsmentioning

confidence: 99%

Using SWOT Analysis to Explore the Element That In-Game Advertising Affect People’s Purchase Intention

Xie¹

2023

BCPBM

View full text Add to dashboard Cite

In-game advertising (IGA) is a relatively new type of advertising that has evolved in recent years. It has received much attention from the advertising sector, and its success may be ascribed to its exceptional delivery effect. This research aimed to discover how IGA influences consumers' purchasing intentions. This article employed the Theory of Planned Behavior (TPB) and the SWOT analysis for further investigation. According to the findings of this study, the pertinence, diversity, and acceptability of commercials by consumers increase people's purchase intention. In contrast, its rigid form, lack of participation, and compulsion would result in consumer loss. Nevertheless, certain methods for improving consumer intent, such as using game avatars as spokespersons for in-game marketing. Nonetheless, a lack of standards and a failure to perform in all areas of the sector have a negative impact on an individual's purchasing intention. As a result, the consumer's mindset influences people's purchase intention when it comes to IGA utilities. The other contributing factors in this and others.

show abstract

Section: Resultsmentioning

confidence: 99%

Using SWOT Analysis to Explore the Element That In-Game Advertising Affect People’s Purchase Intention

Xie¹

2023

BCPBM

View full text Add to dashboard Cite

show abstract

“…With the widespread use of mobile technologies, the potential for the gaming industry increases. Therefore, marketing professionals take new lifestyle patterns into account and utilize video games to reach a wide array of consumers (Ho et al, 2011). Online video games offer great opportunities for communication and interaction between brands and the public (Ghirvu, 2013).…”

Section: Resultsmentioning

confidence: 99%

“…As gamers are frequently exposed to creative images, their product experience from playing the game is expected to be more effective (Hussein et al, 2010). Using" illustrative" or "demonstrative" placements will help consumers remember brands to increase consumers' purchase intention (Ho et al, 2011). Ingame product placements are similar to product placements in television programs (Yang et al, 2006).…”

Section: B In-game Product Placementsmentioning

confidence: 99%

“…Also, individual factors play an important role in advergames (Terlutter and Capella, 2013). Research also suggests that players are more positive about ads when adding realism to the game (De Pelsmackeer et al, 2019;Nelson et al, 2004;Ho et al, 2011). Therefore, advertisers should contextualize ads within the game world (Lewis and Porter, 2010).…”

Section: B In-game Product Placementsmentioning

confidence: 99%

See 1 more Smart Citation

Oyun İçi̇ Ürün Yerleşti̇rmeni̇n Oyun İçi̇ Reklamlara Yöneli̇k Tutum Ve Oyun İçi̇ Satin Alma Ni̇yeti̇ne Etki̇si̇: Genç Tüketi̇ci̇ler Üzeri̇ne Bi̇r Araştirma

AKHAN

Özdemir

2022

Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

View full text Add to dashboard Cite

Brands and advertisers constantly seek new ways to target audiences shifting towards the digital world and media digitalization who search for new ways to reach and persuade their audiences. The game industry is one of the most affected sectors by those rapid developments. Online games are indispensable entertainment tools of the technology age. As a result, businesses have begun to devote a significant portion of their advertising budgets to in-game advertising campaigns and applications. This study aims to reveal the effect of in-game product placement on young consumers' attitudes towards in-game advertisements and attitudes' effect on their purchase intention. The study was conducted on undergraduate students, and a convenience sampling method was used. As a result, it was found that in-game product placement practices had a negative effect on the attitude towards in-game advertisements. On the other hand, the attitude towards the advertisement had a significant and positive effect on the purchase intention. Men's in-game product placement practices negatively affect the attitude towards in-game advertisements. In contrast, no significant effect was found for women. When the differences between these effect levels were examined, a significant difference was found between the path coefficients according to gender.

show abstract

“…This type of product placement has advantages such as the fact that, due to the interactive nature of the medium, the user is no longer a passive agent. Additionally, IGA offers the possibility to segment the audience by gender or specific game and video games typically have a longer lifespan compared to other media [6,7]. In terms of recall, [8] point out that there is greater brand recall and recognition when video games are used instead of presenting the brand in a television program.…”

Section: In-game Advertisingmentioning

confidence: 99%

The Last of Us and Converse: An Analysis of Product Placement and Its Effect on Player Recall

Lizarraga,

Arbaiza,

Lamarca

2023

Atlantis Highlights in Social Sciences, Education and Humanities

View full text Add to dashboard Cite

The video game industry has witnessed substantial growth in recent years, resulting in increased brand presence within games due to high consumer engagement. While product placement in games is commonly used for marketing purposes, there are instances where game developers incorporate it to enhance storytelling realism or as a reference. An example of this can be observed in The Last of Us saga, where one of the main characters consistently wears Converse sneakers throughout both game installments. It is important to note that no official statement has confirmed a marketing agreement between Sony Playstation and Converse. This qualitative study aims to investigate the impact of the apparent product placement of the Converse brand in The Last of Us saga on brand recall among users aged 20 to 30 in Arándana's Discord channel through semi-structured interviews .

show abstract

In-game advertising: Consumers attitude and the effect of product placements on memory

Cited by 9 publications

References 39 publications

Using SWOT Analysis to Explore the Element That In-Game Advertising Affect People’s Purchase Intention

Using SWOT Analysis to Explore the Element That In-Game Advertising Affect People’s Purchase Intention

Oyun İçi̇ Ürün Yerleşti̇rmeni̇n Oyun İçi̇ Reklamlara Yöneli̇k Tutum Ve Oyun İçi̇ Satin Alma Ni̇yeti̇ne Etki̇si̇: Genç Tüketi̇ci̇ler Üzeri̇ne Bi̇r Araştirma

The Last of Us and Converse: An Analysis of Product Placement and Its Effect on Player Recall

Contact Info

Product

Resources

About