Children and advergame: the role of presence, flow and persuasion knowledge (original) (raw)
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Impact of Advergames on Consumer Behaviour: A Study Based on Flow Theory
International Business Research
This study aimed to investigate the impact of advergames on consumer behavior from the perspective of flow theory. The analysis was quantitative, and 482 participants from a university in Saudi Arabia and the United Kingdom were recruited using a random sampling technique. A survey questionnaire was designed to collect data, which were analyzed using the Statistical Package of Social Sciences version 23.0 (SPSS). Descriptive statistical analysis using means and standard deviations was performed. A multiple regression test was used to check the relationships between the independent and dependent variables. The study found that factors such as skill activation, challenge, persuasion, interactivity, and flow experience significantly impacted consumer behavior while playing advergames. The study concluded that while designing advergames, these factors of flow theory should be kept in mind to make consumers more susceptible to advertising messages.
The effect of advergames, banners and user type on the attitude to brand and intention to purchase
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.
Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships.
Journal of Interactive Marketing, 2012
The integrated and highly involving nature of advergames has led to criticism and concern among academics and caretakers. It is assumed that children are highly susceptible to persuasion via advergames, but empirical evidence is scarce. Therefore, this study examined the effects of three factors typically associated with advergames: brand prominence, game involvement, and (limited) persuasion knowledge on cognitive and affective responses. An experiment among 7 to 12 year old children (N = 105) showed that brand prominence and game involvement influenced children's responses, while persuasion knowledge did not. Brand prominence led to increased brand recall and recognition, whereas game involvement led to more positive brand attitudes. The effect of game involvement was mediated by game attitude, indicating that children are susceptible to affective mechanisms induced by the game. Crucially, our results demonstrate that brand prominence evokes cognitive responses, while game involvement leads to affective responses. Finally, our study revealed that persuasion knowledge (i.e. knowledge of the commercial source of the game and its persuasive intent) did not influence cognitive or affective responses to the brand or game. This implies that even if children understand the game's commercial and persuasive nature, they do not use this knowledge as a defense against the advergame's effects. This study has important theoretical and practical implications regarding the influence of new marketing techniques on children. (E.A. van Reijmersdal), e.rozendaal@uva.nl (E. Rozendaal), m.a.buijzen@uva.nl (M. Buijzen).
A General Overview of the Impact of Advergames on Consumer Purchase Behavior: A
Uluslararasi avrasya sosyal bi̇li̇mler dergi̇si, 2024
The rapidly changing nature of technology, the rise of digital games, and the constant evolution in the field of advertising have emphasized the significance of advergames (the fusion of gaming and advertising). This study aims to examine the potential effects of advergames on consumer behavior. The research was conducted through a documentary review method. Existing literature sources were meticulously reviewed to analyze the role of advergames in the advertising industry and their potential effects on consumer interest and purchase behavior. As a result of this review, strong evidence was obtained indicating the significance of advergames on consumer behavior. Advergames, by combining elements of entertainment, advertising, and gaming, generate positive emotions among consumers and stimulate increased interest in products and services. Additionally, the use of advergames was observed to potentially increase consumers' conscious or subconscious desire to purchase products or services. This research highlights the need to consider advergames as a potential factor in advertising strategies and their potential to significantly influence consumer purchase behavior. The role of advergames in the advertising industry is growing, and it is suggested that they may find a more prominent place in future marketing strategies. This study aims to contribute to the understanding of the impact of advergames on consumers and may pave the way for further research in this field.
A STUDY OF EFFECTIVENESS OFADVERGAMES ON CHILDREN
In the modern media environment children usually spend most of their leisure time in playing games, watching TV, surfing on the internet which makes them more critical and knowledgeable thus, leading to changes in purchasing preferences and intentions. Advergames are new and emerging tool of Digital marketing used to entice adults and children to play in branded environments. The paper aims to determine the effectiveness of advergames on young children on the basis of modified hierarchy of effects model. A qualitative research was done on controlled group of young children. Also this paper provides a first opportunity to do this kind of research in an Indian context. A qualitative research was conducted in the private computer classes in the Gurgaon region. The sample population consisted of controlled group of 15 children in the age group of 5-8 years who could use internet and could also respond to simple paper and pencil surveys. An experiment performed over young children by providing them the computers to play KFC game online for certain minutes so as to check their response after game playing on the basis of attention, recognition, liking, preference, intention and choice. Finally it was concluded that advergames are very effective in influencing children buying behaviour as majority of them are able to retain character in their mind showed in the game and KFC is the brand which is preferred over other brands by the children but not for consumption purpose. KFC is the brand, which is preferred over other brands by the children but not for consumption. Keywords: Advergame, Digital Marketing, Online games, Internet, Online marketing
A GENERAL OVERVIEW OF THE IMPACT OF ADVERGAMES ON CONSUMER PURCHASE BEHAVIOR: A LITERATURE REVIEW
The rapidly changing nature of technology, the rise of digital games, and the constant evolution in the field of advertising have emphasized the significance of advergames (the fusion of gaming and advertising). This study aims to examine the potential effects of advergames on consumer behavior. The research was conducted through a documentary review method. Existing literature sources were meticulously reviewed to analyze the role of advergames in the advertising industry and their potential effects on consumer interest and purchase behavior. As a result of this review, strong evidence was obtained indicating the significance of advergames on consumer behavior. Advergames, by combining elements of entertainment, advertising, and gaming, generate positive emotions among consumers and stimulate increased interest in products and services. Additionally, the use of advergames was observed to potentially increase consumers' conscious or subconscious desire to purchase products or services. This research highlights the need to consider advergames as a potential factor in advertising strategies and their potential to significantly influence consumer purchase behavior. The role of advergames in the advertising industry is growing, and it is suggested that they may find a more prominent place in future marketing strategies. This study aims to contribute to the understanding of the impact of advergames on consumers and may pave the way for further research in this field.
Computers in Human Behavior, 2010
This study investigated how persuasive messages integrated in an online game affects children"s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward the game, higher top of mind awareness of the brand, more positive brand images, and more favorable behavioral intentions. In addition, consistent with persuasion literature and theories on child development, this study showed that there was a three-way interaction effect between exposure to the brand placement, age, and prior brand use for behavioral intentions. The youngest girls who had no prior experience with the brand were more strongly influenced by the brand placement than the oldest girls who had no prior brand experience.
Journal of International Social Research, 2019
Advergame has been one of the new advertisement channels for digital games of which effect has been increasing in our lives day by day. Trademarks prepare their games with theme in this channel or position their brands into the current games according to the scenarios. Considering school children, an important target group in terms of advertisement, are customers who have an effect on purchasing decision, digital games and advergame channels are a way used to reach and affect them. Negative influences on children are definitely one of the most important and the most emphasized effects for which it is highly important for parents to comprehend effects of contents of advertisements on the children. This study has been carried out to evaluate attitudes of parents towards digital games and their understanding concerning effects of advergame contents on school children. Parents who are Academicians at Erciyes University (ERU) have been chosen as sample and data has been obtained accordingly. It is considered that this study would show how to reduce possible harmful influences and use it an useful way and it would provide data on perception of parents on digital games and advergame.