Customer Inspiration via Advertising Value of Pop-Up Ads in Online Games

Abbasi, Amir Zaib; Hussain, Ali; Hlavacs, Helmut; Shah, Muhammad Umair; Ting, Ding Hooi; Rehman, Umair

doi:10.1007/978-3-030-50164-8_17

Cited by 10 publications

(12 citation statements)

References 30 publications

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“…This shows that when advertising companies design pop-up ads with useful information have a higher tendency to create advertising value. This research’s findings are in line with the findings of many other researchers who state that the informativeness of ads contributes positively toward creating advertisement value (Noguti and Waller, 2020; Abbasi et al , 2020b; Chetioui et al , 2021; Hamouda, 2018). Hence, it is suggested that the managers in the pop-up ad should design pop-up ads to be as informative as possible, to trigger optimal respondents in online game settings.…”

Section: Discussionsupporting

confidence: 90%

“…The findings of our study supported three out of the five hypotheses. The current study results are similar to the past study on a pop-up video game (Abbasi et al , 2021a; Abbasi et al , 2020b), traditional and social networking sites (Dix et al , 2012), Twitter ads (Murillo et al , 2016), Facebook ads (Hamouda, 2018) and smartphone advertising (Lee et al , 2017). Our results based on the parents’ observation explained that perceived informativeness and entertainment of pop-up ads positively impact the perceived advertising value of pop-up ads in O-VGs.…”

Section: Discussionsupporting

confidence: 90%

“…The findings are in line with prior studies (Chaney et al , 2018; Redondo and Aznar, 2018; Abbasi et al , 2021a; Martins et al , 2019). Thus, entertainment provides enjoyment and emotional relief to the game user (Abbasi et al , 2020b).…”

Section: Discussionmentioning

confidence: 99%

“…As Thrash and Elliot (2003) stated, inspiration is fundamentally central motivation because it is provoked by external sources. In the ad value of virtual video games, the pop-up ad is also linked with U&G theory; whereby, players see an advertisement as gratifications pursuing motives, such as informativeness, entertainment and incentives, which means that advertisement is a source of inspiration for consumers (Abbasi et al , 2020b; Böttger et al , 2017; Izogo and Mpinganjira, 2020; Abbasi et al , 2021a). Prior research stated that the perceived advertising value of pop-up video game advertisements is positively associated with gamers’ inspiration (Abbasi et al , 2021a).…”

Section: Literature Reviewmentioning

confidence: 99%

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Do pop-up ads in online videogames influence children’s inspired-to behavior?

Abbasi

Rehman

Ting

et al. 2021

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Purpose Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts children’s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children’s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children’s inspired-to behavior. Design/methodology/approach Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Findings Results showed that perceived irritation and incentives of pop-up ads do not affect children’s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children’s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value This study contributes to children’s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior.

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Section: Discussionsupporting

confidence: 90%

Section: Discussionsupporting

confidence: 90%

Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

Do pop-up ads in online videogames influence children’s inspired-to behavior?

Abbasi

Rehman

Ting

et al. 2021

Self Cite

View full text Add to dashboard Cite

show abstract

“…Extant literature suggests that users respond toward the products based on their aesthetic attributes and combinations (e.g., dynamic themes used, luminance, patterns, and shapes) ( Moshagen and Thielsch, 2010 ; Bhandari et al, 2019 ). In the context of advertising, Abbasi et al (2020) and Kusumasondjaja and Tjiptono (2019) showed that aesthetic appeal enhances customers’ perception of ad quality and favorably influences their behavioral intention. Visual appeal affects users’ opinions and preferences toward a wide range of objects, such as web pages, ads, and physical products ( Lavie and Tractinsky, 2004 ).…”

Section: Conceptual Framework and Research Hypothesesmentioning

confidence: 99%

Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value

2022

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Social media advertisement (ad) is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square (PLS)-based structural equation modeling. The results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers’ intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement (CBE) by incorporating interesting content, which may encourage the customer’s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth (e-WOM) on social media platforms to drive consumers’ online brand purchase intention.

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