The impact of advertising value of in-game pop-up ads in online gaming on gamers’ inspiration: An empirical investigation

Abbasi, Amir Zaib; Rehman, Umair; Hussain, Ali; Ting, Ding Hooi; Islam, Jamid Ul

doi:10.1016/j.tele.2021.101630

Cited by 33 publications

(50 citation statements)

References 77 publications

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“…Prior studies suggested that a more entertaining and pleasurable ad can grab the viewers' attention, and these features can be used to enhance the involvement of customers and make them more acquainted with the advertised product or service (Haghirian and Madlberger, 2005). Additionally, research on social media advertising aligns with this prediction that more pleasurable, enjoyable, and humorous elements of the ad are positively related to perceived ad value (Ducoffe, 1995;Abbasi et al, 2021). Thus, we proposed the following hypothesis: H1: The perceived entertainment of social media ads is positively associated with perceived ad value.…”

Section: Conceptual Framework and Research Hypotheses Entertainmentmentioning

confidence: 64%

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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Section: Conceptual Framework and Research Hypotheses Entertainmentmentioning

confidence: 64%

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

2022

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“…Another popular branch of research on pop up ads is the effect on users exposed to pop up ads. A very recent study by Abbasi et al (2021) looks into the impact of advertising value in online gaming and their effect on online gamers. It also shows how the presence of advertising may affect gamers experiences.…”

Section: Pop-up Advertisementsmentioning

confidence: 99%

Pop-up Ads and Behaviour Patterns: A Quantitative Analysis Involving Perception of Saudi Users

Hanbazazh¹,

Reeve²

2021

IJMS

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The study aimed to investigate consumer behaviour towards pop-up ads. The study is quantitative in nature and carries out a survey questionnaire. The study sample consisted of 100 active users of social media (i.e., Snapchat, Instagram, Twitter, Tik Tok and gaming application). The data collected were analysed using Statistical Package of Social Sciences (SPSS) version 23.0. Moreover, the study used descriptive statistical analyses, a t-test was used to check the different impact of independent variables and finally ANOVA test was used to find the impact of more than one independent variable on the dependent one. The results of the study showed that Snapchat (30.47%) was the widely used application among the participants and an average user consumes social media more than 4 hours a day which makes it 40% of the participants. The study also found that participants disagreed that they always look for pop-up ads (M = 1.71, Std = 0.92). Also, the study found no significant difference in perceptions of respondents towards pop-up ads with regard to gender. The ANOVA test revealed that educational level (0.627) didn’t show any significant difference towards the opinions of participants about pop-up ads whereas, age level (0.50) and monthly income (0.001) showed significant difference towards the opinions of participants about pop-up ads. The study concluded that pop-up ads do not actually impact consumer behaviour positively and are not the affective means of attracting consumers.

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“…The main issue with pop-up ads is not because the ad is bad, it is because most marketers are incompetent to use them effectively (Hsieh et al , 2020). With proper strategies, pop-up ads can be effective to inspire people to sign up for their products (Bell and Buchner, 2018) and consume the product as advertised (Abbasi et al , 2021a). The most important consideration is to figure out how pop-up ads can provide value and minimize frustration.…”

Section: Introductionmentioning

confidence: 99%

“…Children’s inspired-to behavior is one of the main components of customer inspiration that refers to actualizing the idea in the form of consuming or purchasing the gaming product (Böttger et al , 2017; Abbasi et al , 2021a; Izogo and Mpinganjira, 2020). Böttger et al (2017) were the pioneers to develop and validate the construct of customer inspiration.…”

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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The impact of advertising value of in-game pop-up ads in online gaming on gamers’ inspiration: An empirical investigation

Cited by 33 publications

References 77 publications

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

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

Pop-up Ads and Behaviour Patterns: A Quantitative Analysis Involving Perception of Saudi Users

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

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