•  
  •  
 

AIS Transactions on Human-Computer Interaction

Abstract

Drawing on the persuasion and branded-entertainment literature and using an integrative theoretical lens for understanding in-game advertising (IGA) effectiveness, we conducted a dual experimental study to elucidate the mechanisms for persuasion and branding in IGA. Specifically, we studied the varying impacts of prominent and subtle brand placements and love for online games on IGA’s persuasive intent and their possible indirect influence on users’ brand recall, brand attitude, and brand advocacy. We also analyze how IGA-game uniqueness and users’ need for cognition moderate brand recall and brand attitudes. Results from the first study show that prominent brand placements enhance the identification of persuasive intent more than subtle brand placements and that love for playing online games helps individuals identify IGA persuasive intent. Results from the second study demonstrate that IGA that has a congruent and prominently placed brand enhances brand recall, IGA that has an incongruent and prominently placed brand improves brand attitude, and need for cognition moderates both relationships. This paper enriches the marketing field by demonstrating the relevance of an emerging concept called love for playing online games in the gamified advertising context and supports attention and persuasion models. Additionally, results suggest that brand managers need to use IGA-related and user-related factors in the right combinations to effectively persuade users through IGA.

DOI

10.17705/1thci.00244

Download

Share

COinS
 

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.