Journal article 28 views 4 downloads
Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames
Psychology and Marketing, Volume: 39, Issue: 12, Pages: 2328 - 2348
Swansea University Author: Yogesh Dwivedi
PDF | Version of Record
© 2022 The Authors. This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial‐NoDerivs LicenseDownload (1012.84KB)
Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well-known gamification formats—in-game advertising and advergame. Also, we do not know much about their comparative effects on child an...
|Published in:||Psychology and Marketing|
Check full text
No Tags, Be the first to tag this record!
Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well-known gamification formats—in-game advertising and advergame. Also, we do not know much about their comparative effects on child and adult gamers. The present research fills these gaps by conducting three experiments in which we examine the effects of gamification format (advergame vs. in-game advertising) and age of consumers (children vs. adults) on attitude toward fictitious and real brands (Studies 1 and 2) and purchase intention of fictitious brands (Study 3). The findings reveal that children have more favorable attitude and purchase intention when the brand is advertised in an advergame than in an in-game advertising format, while adults demonstrate higher brand attitude and purchase intention in the latter as compared to the former gamification format. Also, brand familiarity differentially moderates the relationship between gamification format, age, and brand attitude (Study 2). Finally, consumers' engagement in the game positively mediates the relationship between the independent variables and purchase intention (Study 3). Our research contributes to academia by advancing the literature on gamification of advertising through a granular evaluation of persuasive efficacy of IGA and advergame played by adults and children. It also informs managers to effectively persuade consumers of different age groups by the usage of the right gamification format.
advergames, computer games, digital games, gamification, IGA, in‐game advertising
Faculty of Humanities and Social Sciences