Abstract:Formulating short-form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing. Drawing on the persuasive systems design (PSD) model, we experimented with 33,848 actual customers of an international telecom company. In a real-life setting, we compared the effectiveness of three persuasion strategies (rational, emotional, and social) tested in three marketing channels (short message service (SMS), social … Show more
“…The findings of the study suggested that character presence and cultural aspect are significantly related to each other. This finding is consistent with those of Marzouk et al (2021), who claim that character presence is crucial for effective advertising using advergames in order to have a favourable impact on the brand outcomes while taking the cultural factor into consideration. Also, this finding is similar to the results of Masuda and Nisbett (2001) as they state that culture impacts the perceptual processes like East Asians and North Americans have different percieving and thinking style.…”
Section: Discussionsupporting
confidence: 91%
“…Several researches have looked into how well characters work in emotive advertising. Marzouk et al (2021) but not many have explored the influence of character presence on brand outcomes in advergames from cross-cultural aspect. By conducting an empirical study to determine the character presence in advertising video games and its impact on brand outcome from a cross-cultural point of view, this study solves the aforementioned gap.…”
This study aims to investigate the cross-cultural impact of character presence in advertising games on brand outcomes. The study was quantitative in nature and selected 500 participants through snow-ball sampling technique. The participants were Saudis and Malaysians. A questionnaire was created to collect data from the survey sample. The data collected was then analyzed using the Social Sciences Statistics Package version 23.0 (SPSS). Descriptive statistical analysis using standard deviation, mean, and frequencies were applied. Pearson Correlation was applied to identify the relation among the variables.The study found no significant correlation between brand outcome and character presence in advergaming where a significant correlation was found in culture and character presence in advergames.The study concluded that humanoid characters in advergames should be operated attentively because interesting or engaging game charcaters affect the player’s attitude in a different way depending upon the classification of the brand and its target market’s ethnic traditions and history.
“…The findings of the study suggested that character presence and cultural aspect are significantly related to each other. This finding is consistent with those of Marzouk et al (2021), who claim that character presence is crucial for effective advertising using advergames in order to have a favourable impact on the brand outcomes while taking the cultural factor into consideration. Also, this finding is similar to the results of Masuda and Nisbett (2001) as they state that culture impacts the perceptual processes like East Asians and North Americans have different percieving and thinking style.…”
Section: Discussionsupporting
confidence: 91%
“…Several researches have looked into how well characters work in emotive advertising. Marzouk et al (2021) but not many have explored the influence of character presence on brand outcomes in advergames from cross-cultural aspect. By conducting an empirical study to determine the character presence in advertising video games and its impact on brand outcome from a cross-cultural point of view, this study solves the aforementioned gap.…”
This study aims to investigate the cross-cultural impact of character presence in advertising games on brand outcomes. The study was quantitative in nature and selected 500 participants through snow-ball sampling technique. The participants were Saudis and Malaysians. A questionnaire was created to collect data from the survey sample. The data collected was then analyzed using the Social Sciences Statistics Package version 23.0 (SPSS). Descriptive statistical analysis using standard deviation, mean, and frequencies were applied. Pearson Correlation was applied to identify the relation among the variables.The study found no significant correlation between brand outcome and character presence in advergaming where a significant correlation was found in culture and character presence in advergames.The study concluded that humanoid characters in advergames should be operated attentively because interesting or engaging game charcaters affect the player’s attitude in a different way depending upon the classification of the brand and its target market’s ethnic traditions and history.
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