Do not allow pop-up ads to appear too early: Internet users’ browsing behaviour to pop-up ads

Hsieh, Ai Yun; Lo, Shao Kang; Chiu, Yu Ping; Lie, Ting

doi:10.1080/0144929x.2020.1784282

Cited by 11 publications

(15 citation statements)

References 45 publications

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“…It is interesting to note that even though consumers regard these tools as RTM tools, they have no influence on their behavior and consumers tend to disregard communications from these tools. This is in line with research by Hsieh, Lo, Chiu & Lie (2020) who indicate that pop-up advertisements can be seen as intrusive if they appear before or as the consumer is browsing through the content. Jagani & Goldsmith (2017), found in their research on the impact of relevance and clutter of advertisements on irritation, that consumers do not want to be disturbed by advertisements on YouTube.…”

Section: Discussionsupporting

confidence: 90%

“…The behavioral effect of marketing clutter includes the avoidance of an advertisement or not clicking on an advertisement. Hsieh, Lo, Chiu & Lie (2020) indicate that advertising that is perceived to be intrusive results in the advertising being regarded and clutter and the consumer avoiding the advert. In order to avoid being perceived as marketing clutter, retailers need to employ innovative marketing that stands out, that is not intrusive and that is tailored to the customer (Doodoo & Wen, 2019).…”

Section: Imentioning

confidence: 99%

See 1 more Smart Citation

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Tar¹,

Wiid²

2021

IJRBS

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This research empirically investigates consumers’ perception of real-time marketing as a marketing tool that is increasingly being used by businesses. Based on the review of literature, the paper aims to delve into real-time marketing and explore the elements of real-time marketing that influence consumers' perception of RTM campaigns. This study adopted a quantitative methodology. A total of 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors that influence the consumer's perception of various real-time marketing campaigns, exploratory factor analysis was conducted. Descriptive statistic was used to provide a further summary of the basic characteristics of the sample. The research findings indicate that consumers value real-time marketing communication campaigns that offer value. Consumers' perception of value includes any real-time marketing campaign that offers some financial gain in the form of immediate and personalized discounts. This research provides retailers with a greater understanding of what consumers perceive as valuable and what they regard as clutter when it comes to real-time marketing campaigns

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Section: Discussionsupporting

confidence: 90%

Section: Imentioning

confidence: 99%

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Tar¹,

Wiid²

2021

IJRBS

View full text Add to dashboard Cite

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“…Yet, the effectiveness of pop-up ads remains in question, exposing an important research gap. That is, while some reports suggest that these ads are instrumental in yielding elevated gamer attention, engagement and click-through rates, others highlight that most users find them a nuisance, as outlined (Hsieh et al , 2020; Willermark and Sigríður Íslind, 2020). Consequently, the capacity of pop-up ads to convert freemium users to paying customers remains tenuous (Beltagui et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value

Hussain

Abbasi

Hollebeek

et al. 2021

JSM

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Purpose Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame. Design/methodology/approach To frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio aesthetic videogame components that are largely overlooked in prior research. Using a self-administered survey, data were collected from 321 online gamers. The authors tested the model by using partial-least-squares-based structural equation modeling (PLS-SEM). Findings The results indicate that pop-up ad-related incentives, entertainment, credibility, personalization, audio aesthetics and irritation significantly affect user-perceived ad value. In turn, perceived ad value was found to affect players’ intent to install the advertised videogame. Research limitations/implications Though the findings corroborate the importance of pop-up ads being perceived as informative and/or entertaining, they also emphasize the value of personalized ads, ad-related incentives and audio aesthetic, which impact gamers’ intent to install the advertised videogame. Practical implications This study advances managerial understanding of videogame-based services, which is expected to be particularly useful for freemium-based videogame marketers and developers. Originality/value By extending Ducoffe’s model of advertising value, the authors apply the proposed framework in the online videogaming-based pop-up ad context, and explore the effect of user-perceived pop-up ad value on their intent to install the advertised videogame.

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“…A pop-up ad is an effective advertising tool for videogame developers as it grabs the higher level of gamers’ attention and has a greater click-through rate, which, in turn, may help gamers’ inspired-to behavior (i.e. to install and play the advertised gaming app; Hsieh et al , 2020). Of course, we do not deny the negative aspects of pop-up ads that are irritating and causing annoyance to gamers.…”

Section: Introductionmentioning

confidence: 99%

“…In this study, the pop-up ad is referred to as a video ad (carrying the information of a new gaming app) that interrupts the videogame play, which automatically pop-up – the pop-ups occur while playing, idle state or during the transition from one game level to another level (Meyer et al , 2019). We define pop-up ads as spontaneously appearing video ads on the user’s screen, which may be personalized based on his/her prior click-stream (Hsieh et al , 2020; Willermark and Sigríður Íslind, 2020).…”

Section: Introductionmentioning

confidence: 99%

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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Do not allow pop-up ads to appear too early: Internet users’ browsing behaviour to pop-up ads

Cited by 11 publications

References 45 publications

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Consumer perceptions of real-time marketing used in campaigns for retail businesses

Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value

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

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