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

Farías, Pablo

doi:10.7819/rbgn.v20i2.3784

Cited by 8 publications

(8 citation statements)

References 54 publications

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“…However, it is interesting to note that this research methodology often has a lower cost associate with the data collection process as many utilized online surveys as a means to collect necessary data for their empirical research. On the other hand, Qualitative research was utilized in only five selected articles (Farías, 2018;Harwood & Garry, 2015;Insley & Nunan, 2014;Nobre & Ferreira, 2017;Syrjälä et al, 2020). Many of these research involves long interviews and findings are although exploratory, they are also prone to interpretation problem as there might be bias when utilizing this methodology.…”

Section: Methodsmentioning

confidence: 99%

Fun as the Principle Experience: A Systematic Review of Gamification in Marketing

Mok

2024

Preprint

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<p>Gamification is a novel concept that seemingly comes out of nowhere and is gaining popularity. Therefore, many industries have quickly adopted this innovation for its ability to motivate customers and the ability to achieve high, genuine engagement. Although the application does not limit to any specific industry, the marketing industry has become one of the major beneficiaries of this concept. Through the application of gamification the brand can communicate and interact with the customer more effectively. Due to its novel nature, studies in this concept are scattered with many only focuses on a subset in marketing with examples such as retail marketing, product marketing and service marketing. Because there has not been a comprehensive review on this topic, this paper sought to review the literature on gamification in marketing and to provide a comprehensive review to guide gamification application in the marketing industry from a holistic perspective. An evidence-based systematic literature review method was employed in this study. A total of 27 studies published in peer-reviewed journals since 2010 are selected through the PRISMA framework from the Ryerson database. Some of the key findings in this study confirmed gamification does have a positive effect on marketing, and it is more effective in a digital environment than a physical retail environment especially in developed countries. Furthermore, point and badge systems were found to be ineffective in motivating customers nor enhancing loyalty. This study concluded by proposing a framework that would benefit industry practitioners by guiding them into designing a successful gamified experience multi-dimensionally. However, the breadth of this study may be limited due to the utilization of a convenient database to retrieve the literature needed for this systematic literature review. Furthermore, many of the findings in this study are situational specific therefore the generalizability may be affected. Moreover, this study provides a review for both academia and industry with a comprehensive depiction of the application of gamification in marketing, how it can stimulate consumer engagement, and provide guidance for brands to develop a successful gamified service. While this study comprehensively reviews the academic literature on gamification in marketing from a holistic perspective, it also highlights the key contribution of scholarly peer-reviewed studies to the knowledge base of gamification and translates the knowledge to the marketing industry.</p>

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Section: Methodsmentioning

confidence: 99%

Fun as the Principle Experience: A Systematic Review of Gamification in Marketing

Mok

2024

Preprint

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“…(3) banners, (4) email, (5) social media, (6) online chatbots, (7) virtual reality (VR), (8) augmented reality (AR), (9) location-based messaging, and (10) interactive advertising screens (e.g., Barwise & Farley, 2005;Farías, 2018;Hartemo, 2016;Kaczorowska-Spychalska, 2019;Moes et al, 2021;Moes & Van Vliet, 2017;Moriuchi et al, 2021;Sreejesh et al, 2020;Verhagen et al, 2021). Innovative, contemporary, tools in interactive marketing are less extensively researched than their older counterparts, due to the fact that they are relatively new.…”

Section: Literature Overviewmentioning

confidence: 99%

“…A third interactive marketing tool that is frequently used is banners (Barwise & Farley, 2005). Banners, in the USA, are the third largest advertising investment online (Farías, 2018) which makes it a popular tool to use. As opposed to websites and apps, banners are difficult to control actively by its users since they cannot determine when and where the banners should (or should not) pop up.…”

Section: Bannersmentioning

confidence: 99%

From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools

Moes

Fransen

Verhagen

et al. 2023

The Palgrave Handbook of Interactive Marketing

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“…Therefore, when building theories about advertising processing on the Internet, perceived entertainment should be able to play an important role in conveying messages to the public. 73 Temporary segregation of advertising action can be a quality building tool. Momentary behavioral measures, such as clicking on an ad impression, can be used to measure the effectiveness of poor advertising.…”

Section: Placing Bannermentioning

confidence: 99%

Responsibilities of Students in Higher Education during the COVID-19 Pandemic and New Normal period

Tari¹,

Selfina²,

Wauran³

2020

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The COVID-19 pandemic is occurring worldwide, including in Indonesia. This issue is the responsibility of all parties. In this university, ethics is the responsibility of the academic community. This paper describes the actions of students towards themselves, and the surrounding community is facing humanitarian disasters. Literature studies are used to lay down problems and find solutions. Study critical of student responsibility in higher education. They share with others with love. Its activities are sharing masks and food and conducting blood donations. Small actions that have a significant impact on society during the COVID-19 and New Normal pandemic.

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

Cited by 8 publications

References 54 publications

Fun as the Principle Experience: A Systematic Review of Gamification in Marketing

Fun as the Principle Experience: A Systematic Review of Gamification in Marketing

From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools

Responsibilities of Students in Higher Education during the COVID-19 Pandemic and New Normal period

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