The Gamification of Branded Content: A Meta-Analysis of Advergame Effects

Abstract

Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies reporting nonsignificant or contradicting results. The current study aimed to address this research gap by providing a meta-analysis of five advergame effects (i.e., ad attitude, memory, persuasion, choice behavior, persuasion knowledge). A systematic search procedure was used and 38 relevant data sets were identified. The results indicate that, generally, (1) consumers have a more positive attitude toward advergames than other types of advertising; (2) brand and product information seems less likely to be remembered by consumers when it is communicated via an advergame versus different types of advertising; (3) advergames seem to be persuasive and (4) drivers of choice behavior; and (5) compared to other types of advertising, advergames are less likely to be recognized as advertising; finally, a metaregression model showed that (6) consumers' age mitigates the persuasiveness of advergames, meaning that younger consumers seem more susceptible to the persuasive effect of advergames than older consumers are.

Los niños como creadores de contenido en YouTube e Instagram.

“…Cuanto mayor sea el número de seguidores, likes y comentarios en cada publicación, mayor será el grado de fidelización, convirtiendo la cuenta en un éxito (Feijóo y Fernández-Gómez, 2021). Un perfil llamativo que se va profesionalizando según aumenta el número de seguidores, puede captar el interés de las marcas (Turiel y Bonaga, 2016) para que promocionen sus productos y, través del storytelling, conecten con los consumidores (Costa Sánchez, 2014) y puedan influir en los procesos de compra (Sánchez-Labella, 2020).…”

“…Al tratarse de perfiles infantiles, ese storytelling también se gamifica, integrando en sus videos productos que habitualmente no estarían en el juego (Van Berlo, Van Reijmersdal y Eisend, 2021). Destaca así el toy influencer y sus unboxing: de manera natural, los menores abren cajas de juguetes para, posteriormente, mostrarlos, opinar y destacar sus virtudes, pudiendo influir en otros menores (Scirri, 2021).…”

How does a brand's psychological distance in an advergame influence brand memory of the consumers?

“…These authors advance our understanding of the psychological processes adopted by consumers while playing advergames, the important mediating and moderating variables involved in the processes, and the overall effectiveness of advertised brands on the consumers. Finally, a meta‐analytic investigation of the effects of advergaming on consumers has been conducted in the recent past that reveals advergames, as compared to non‐gamified advertising messages, have more positive effects on brand memory, ad attitude, persuasion, persuasion knowledge, and choice behavior (van Berlo et al, 2021). Generally speaking, the gamification of advertising literature is vast.…”

Sikap Pengguna Milenial Melalui Perspektif Budaya Terhadap Pengiklanan Media Sosial

“…Sekali lagi, beberapa kajian menunjukkan kaitan antara sikap pengguna terhadap pengiklanan dan tindak balas tingkah laku mereka. Pengguna yang mempunyai sikap positif terhadap iklan menunjukkan sambutan yang baik, manakala mereka yang mempunyai sikap negatif terhadap iklan menunjukkan tingkah laku yang negatif (van Berlo, van Reijmersdal & Eisend, 2021). Dalam kes ini, boleh dikatakan bahawa pengguna yang mempunyai sikap positif terhadap pengiklanan di media sosial akan menunjukkan sambutan yang baik dan sebaliknya (van Ooijen & Segijn, 2020).…”