The role of customization, brand trust, and privacy concerns in advergaming

Abstract

This study investigates the effects of advergame customization features and trust in the brand advertised in the advergame on players' brand attitude and personal information disclosure. Moreover, we examine to what extent players' privacy concerns moderate these effects. Drawing on self-determination theory and uncertainty reduction theory, we developed and tested a game with varying levels of customization features and brand trust. Results show that customization possibilities and brand trust may have a positive influence on advergame persuasion outcomes, but this influence is strongly conditioned by consumers' privacy concerns. When privacy concerns are low, a game containing customization features leads to a more positive brand attitude. However, when privacy concerns are high, the effect becomes negative. Additionally, we find that different levels of privacy concerns do not affect players' responses toward high trust brands, but toward low trust brands. For low trust brands, players with high privacy concerns show more negative game responses than players with low concerns. These findings set the boundaries for several theoretical and practical implications regarding advergame effectiveness.

The privacy trade-off for mobile app downloads: The roles of app value, intrusiveness, and privacy concerns

“…In fact, earlier research has demonstrated that different levels of privacy concerns may condition consumer responses toward various online marketing activities. For instance, highly privacy-concerned consumers responded more negatively (e.g., in terms of attitude, information disclosure) to online SNS campaigns [44], advergame features [45], and online behavioral advertising [46] than less-concerned individuals. Based on these findings, it is assumed that different levels of privacy concern may also condition the effect of app intrusiveness on users' intention to accept permission requests.…”

Privacy Concerns in Chatbot Interactions

“…Personal information can amongst others be collected by direct requests to disclose this information. These direct requests might induce privacy concerns [39]. Previous research by Følstad et al [18] showed that customers have a concern for privacy and security when it comes to interactions with chatbots, i.e.…”

Introducing a Model of Automated Brand-Generated Content in an Era of Computational Advertising

“…Second, erosion of brand identity may jeopardize consumer trust and thereby the ongoing ability to optimize content, because consumers are less willing to share personal information with less trusted brands (Wottrich, Verlegh, and Smit 2017). Also, Smith, Chang, and Jang (2008) found that BRQ is positively associated with willingness to share personal information and reduces fears of inadequate privacy protection.…”

“…Thus, less trusted brands seem to benefit from using lower levels of personalization. Also, Wottrich, Verlegh, and Smit (2017) showed that consumers are more inclined to share personal information, such as name, sex, age, e-mail address, postal code, and telephone number, with more trusted brands. Furthermore, Smith, Chen, and Yang (2008) suggest that "some brands possess certain traits that make relationships with them-as friends or as lovers-easier" (p. 632).…”