In-Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention

Soebandhi, Santirianingrum; Andriansyah, Yuan

doi:10.12695/jmt.2017.16.3.3

Cited by 5 publications

(5 citation statements)

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“…In light of transportation theory, high congruence is expected to influence positively as the players are more likely to pay attention to the advertised brand because being part of the theme does not interrupt their transportation experience (Vashisht, 2021). On the other hand, the wrongly placed product creates feelings of incongruence as the players may lose their concentration (Soebandhi and Adriansyah, 2017), due to interruption in their transportation experience (Vashisht, 2021). Further, it is argued that IGA along with a high ad/game congruence positively affects the players' attitudes about the ad placement (Martí-Parreño et al , 2017), as such brands are more acceptable and less invasive for the players (Green, 2021), due to impression of realism (Ramram et al , 2018).…”

Section: Theorizing and Hypotheses Developmentmentioning

confidence: 99%

What you see is what you get: assessing in-game advertising effectiveness

Hussain

Islam²,

Rehman³

2022

JRIM

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PurposeThis study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers’ purchase intentions. Specifically, this study aims to explore the intervening role of feelings of presence between in-game advertisement interactivity and consumer purchase intention. It further explores whether game–product congruence moderates the relationship between feelings of presence in the game and consumer purchase intention.Design/methodology/approachThis study collected data from 386 PUBG mobile players on a convenience basis. The selected players were ensured to have experience in playing mission ignition mode (a Tesla-themed mode of PUBG mobile).FindingsThe study noted that in-game advertisement interactivity positively affects consumer purchase intention, and this relationship is further explained through feelings of presence. In addition, game–product congruence was noted to strengthen the association between feelings of presence and consumer purchase intention.Research limitations/implicationsThe study used a cross-section design to collect data from players of PUBG through Google Forms on a convenient basis. The study highlights the significance of nontraditional advertisement and game–product congruence that helps businesses to attract customers.Originality/valueDrawing upon transportation theory, this study is the first of its kind that has explored the mediating role of feelings of presence between in-game advertising interactivity and consumer purchase intention. In addition, this study shed light on the importance of game–product congruence to strengthen purchase intention.

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Section: Theorizing and Hypotheses Developmentmentioning

confidence: 99%

What you see is what you get: assessing in-game advertising effectiveness

Hussain

Islam²,

Rehman³

2022

JRIM

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“…The advertised product should match the game being played to prevent a negative advertisement evaluation. Higher congruity between the brand and the game will lead to a positive attitude towards game advertising (Soebandhi and Andriansyah, 2017). Most digital games offer players a novel experience each time the game is played, which causes them to experience different emotions and interactions (Nelson et al, 2004).…”

Section: A In-game Adsmentioning

confidence: 99%

Oyun İçi̇ Ürün Yerleşti̇rmeni̇n Oyun İçi̇ Reklamlara Yöneli̇k Tutum Ve Oyun İçi̇ Satin Alma Ni̇yeti̇ne Etki̇si̇: Genç Tüketi̇ci̇ler Üzeri̇ne Bi̇r Araştirma

AKHAN

Özdemir

2022

Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi

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Brands and advertisers constantly seek new ways to target audiences shifting towards the digital world and media digitalization who search for new ways to reach and persuade their audiences. The game industry is one of the most affected sectors by those rapid developments. Online games are indispensable entertainment tools of the technology age. As a result, businesses have begun to devote a significant portion of their advertising budgets to in-game advertising campaigns and applications. This study aims to reveal the effect of in-game product placement on young consumers' attitudes towards in-game advertisements and attitudes' effect on their purchase intention. The study was conducted on undergraduate students, and a convenience sampling method was used. As a result, it was found that in-game product placement practices had a negative effect on the attitude towards in-game advertisements. On the other hand, the attitude towards the advertisement had a significant and positive effect on the purchase intention. Men's in-game product placement practices negatively affect the attitude towards in-game advertisements. In contrast, no significant effect was found for women. When the differences between these effect levels were examined, a significant difference was found between the path coefficients according to gender.

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“…1. Twenty-five included studies, which are relevant for RQ1 and RQ3, but do not include technology-related variables and are not included in Appendix (Bernhard et al ., 2011; Chaney et al ., 2018; Chang et al ., 2010; Chernikova and Branco, 2019; Choi et al ., 2013; Chung and Sparks, 2016; Dardis et al ., 2019; Dardis and Schmierbach, 2012; Gangadharbatla et al ., 2013; Hilgard et al ., 2016; Hwang et al ., 2017; Kim and Eastin, 2015; Kim and McClung, 2010; Lee and Faber, 2007; Nelson, 2002; Schneider et al ., 2005; Soebandhi and Andriansyah, 2017; Stavljanin et al ., 2017; Techawachirakul, 2020; Vashisht, 2017; Vashisht and Mohan, 2018; Walsh et al ., 2014; Williams, 2020; Yang and Wang, 2008; Yoo and Peña, 2011). …”

Section: Notementioning

confidence: 99%

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

Pavlič

Tomažič

Kožuh

2021

JRIM

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PurposeInteractive marketing (IM) has influenced commercial communication, including product placement (PP), which has become an essential form of integrating brands within the mass media. Existing research on PP has exceeded traditional TV and movies, and there is a lack of reviews considering the advanced technological perspectives. This scoping study aims to investigate PP in the context of IM and explore relations between technology-related factors and the effects of placement.Design/methodology/approachThe scoping study follows a systematic approach with strictly defined inclusion and exclusion criteria, research questions and a search strategy to identify relevant studies and extract the data. A two-stage screening process on 713 publications resulted in 42 studies for the final examination.FindingsThe results complemented existing theory by identifying and synthesizing the essential technology-related factors and their (un)favorable impacts on PP effectiveness, where interactivity was examined the most frequently. The results also outlined the (un)explored concepts of PP according to media technology and related factors, and show a prevailing research interest in in-game advertising and cognitive responses. Accordingly, the study provides implications for marketers and directions for future research.Originality/valueThis review is the first to examine PP studies in the context of IM and technology-related factors influencing the effect of placement.

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In-Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention

Cited by 5 publications

References 0 publications

What you see is what you get: assessing in-game advertising effectiveness

What you see is what you get: assessing in-game advertising effectiveness

Oyun İçi̇ Ürün Yerleşti̇rmeni̇n Oyun İçi̇ Reklamlara Yöneli̇k Tutum Ve Oyun İçi̇ Satin Alma Ni̇yeti̇ne Etki̇si̇: Genç Tüketi̇ci̇ler Üzeri̇ne Bi̇r Araştirma

The impact of emerging technology influences product placement effectiveness: a scoping study from interactive marketing perspective

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