Document Type
Article
Abstract
Marketers have been more attentive to advertisement in online games. Product placement via movies or news reports have been recognized; however, little is known about the placement in Thai online games. This study thus attempts to (1) report the profile of Thai online gamers, (2) explore their attitude toward in-game placement, and (3) analyze their awareness and product recall.
Based on the 253 number of usable questionnaires, Thai online gamers are mainly young, male students, spending 2-9 hours a day playing the games. They perceived congruence between game content and in-game placement and did not object to have commercials in the games. Although 86% of the samples were aware of ingame placement, their product recall is fairly low.
In addition to extending insight into online advertisement in the context of Thai gamers, marketers could arrange a more proper marketing plan based on these results.
Recommended Citation
Tangmanee, Chatpong and Rustanavibul, Jadtana, "Thai Gamers'attitude Toward Product Placement in Online Games" (2010). ICEB 2010 Proceedings (Shanghai, China). 62.
https://aisel.aisnet.org/iceb2010/62