Viral Promotional Advergames: How Intrinsic Playfulness and the Extrinsic Value of Prizes Elicit Behavioral Responses

Zhao, Zhenzhen; Renard, Damien

doi:10.1016/j.intmar.2017.09.004

Cited by 41 publications

(34 citation statements)

References 64 publications

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“…The negative impact of visual typicality on perceived performance expectancy contradicts the findings of the previous literature on the impact of prototypical design on consumption (Creusen, 2011;Creusen & Schoormans, 2005;Hoque & Sorwar, 2017;Kakar, 2017;Lin et al, 2005;Ratneshwar & Shocker, 1988;Veryzer & Hutchinson, 1998;Zhao & Renard, 2018), which noted that the predictable design of a product enhances the expected performance of the product. Rather, the results provide support for a different perspective emphasizing the possible negative effects of design typicality such as decreased attractiveness (Martin-Consuegra et al, 2019;Yang et al, 2019).…”

Section: Contribution and Implicationscontrasting

confidence: 75%

Impact of visual typicality on the adoption of wearables

Lee

2020

J of Consumer Behaviour

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With the recent influx of IT firms and big-name fashion brands into the wearables market, the visual design of wearables has become a crucial factor in consumer choices. However, little research exists on this topic. Drawing upon the literature of technology adoption and design aesthetics, this study examines how the visual typicality of wearables affects their adoption by consumers. More specifically, the research tests the impact of the consumer-perceived visual typicality of smartwatches on purchase intention through the psychological antecedents to wearable adoption (i.e., effort expectancy, performance expectancy, social influence, playfulness). The hypothesized relationships among the variables were tested in an online survey with 409 U.S. participants, where fictitious smartwatch designs were employed as the stimuli. In the results, perceived visual typicality of the smartwatch designs significantly decreased perceived performance and playfulness of the watch.Perceived visual typicality also had a negative impact on participants' purchase intention. Among the four psychological antecedents to wearable adoption, perceived playfulness played the most significant role in the relationship between the visual typicality and purchase intention. The moderation effect of gender was partially supported: Visual typicality significantly decreased purchase intention for females whereas it had no impact on the wearable adoption for males. | INTRODUCTIONThe term "wearables" was coined to encompass all wearable devices that involve technologies like electronics, software, data transmitters,

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Section: Contribution and Implicationscontrasting

confidence: 75%

Impact of visual typicality on the adoption of wearables

Lee

2020

J of Consumer Behaviour

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“…In addition, playing an advergame positively affects the perception of brand personality of players who are in flow Wang et al, 2015). Likewise, experiencing flow in an advergaming context has been related to players' personal data sharing and game forwarding (Zhao and Renard, 2018), as well as to greater knowledge of the game's persuasive intent (Vanwesenbeeck et al, 2016). The flow experience has also been associated with brand attention, brand recall and brand recognition (Sreejesh et al, 2018).…”

Section: Flow Experiencementioning

confidence: 99%

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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“…Generally, messages containing emotional appeals and emotion-evoking strategies are more likely to be shared than information appeals that focus on product features (Akpina and Berger, 2017). Finally, for highly interactive content like games, playfulness increased viral sharing (Zhao and Renard, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Elements of a Design Theory of Nano-Viral Messages: A Case Study of #Solar Nanovirals

Flor¹

2019

Preprint

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Viral messages reach a large number of people at almost no cost. However, the majority of viral messages are based on shocking or entertaining content. Is it possible to make other kinds of content go viral, such as science and technology news? I use conceptual blending analysis to analyze five representative, very small messages about solar technology that went viral (nanovirals). I identify four distinct viral strategies that vary according to the number of belief systems used, and whether the viral message confirmed or contradicted central beliefs. Finally, I use information systems modeling to depict a common viral mechanism underlying the strategies. I conclude with a practical heuristic to guide the design of nanoviral messages. The key finding is that messages spread virally because they confirm core beliefs in an in-group's shared belief system or they contradict core beliefs in an outgroup's shared belief system.

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Viral Promotional Advergames: How Intrinsic Playfulness and the Extrinsic Value of Prizes Elicit Behavioral Responses

Cited by 41 publications

References 64 publications

Impact of visual typicality on the adoption of wearables

Impact of visual typicality on the adoption of wearables

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

Elements of a Design Theory of Nano-Viral Messages: A Case Study of #Solar Nanovirals

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