2022
DOI: 10.1108/jrim-03-2022-0087
|View full text |Cite
|
Sign up to set email alerts
|

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

Abstract: 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… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
2
1
1

Citation Types

0
11
0

Year Published

2022
2022
2024
2024

Publication Types

Select...
7

Relationship

3
4

Authors

Journals

citations
Cited by 15 publications
(11 citation statements)
references
References 75 publications
(122 reference statements)
0
11
0
Order By: Relevance
“…Therefore, Human Resource practitioners need to focus on employees’ emotional intelligence for their self-control. However, emotional intelligence unlike other personality traits, is not innate and can be improved with minimum training (Hutchinson et al , 2018). Therefore, firms should adopt emotional intelligence training in their anti-bullying efforts.…”
Section: Discussionmentioning
confidence: 99%
See 1 more Smart Citation
“…Therefore, Human Resource practitioners need to focus on employees’ emotional intelligence for their self-control. However, emotional intelligence unlike other personality traits, is not innate and can be improved with minimum training (Hutchinson et al , 2018). Therefore, firms should adopt emotional intelligence training in their anti-bullying efforts.…”
Section: Discussionmentioning
confidence: 99%
“…Following this theory, we used the criteria of 20 responses against each item of the study (i.e. 23 × 20) to select a sample of 460 (Hussain et al , 2023); however, 257 responses were used in the final analysis, which were aligned with the minimum responses (i.e. 200) to get robust results using AMOS (Kline, 2011).…”
Section: Methodsmentioning
confidence: 99%
“…This process was carried out using this methodology because it is one of the most effective and safe ways to do it. An example of this method can be seen in the recent study by Hussain et al [ 61 ]. In the present work, a total of 380 responses were obtained.…”
Section: Methodsmentioning
confidence: 99%
“…0.53-0.86) as suggested by Hair et al (2010). Further, the scales ensured convergent and discriminant validity (see Table 1) as the values of average variance extracted (AVE) were between 0.55-0.63 (well above the criteria of 0.50), composite reliability values were between 0.72-0.83 (well above the criteria of 0.60), and the values of maximum shared variance (MSV; ranges between 0.35-0.47) were less than the values of AVE (Hussain et al, 2022;Islam and Hussain, 2022).…”
Section: Structural Equation Modeling (Sem)mentioning
confidence: 99%