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Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames

Tathagata Ghosh, Sreejesh S., Yogesh Dwivedi Orcid Logo

Psychology and Marketing, Volume: 39, Issue: 12, Pages: 2328 - 2348

Swansea University Author: Yogesh Dwivedi Orcid Logo

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DOI (Published version): 10.1002/mar.21752

Abstract

Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well-known gamification formats—in-game advertising and advergame. Also, we do not know much about their comparative effects on child an...

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Published in: Psychology and Marketing
ISSN: 0742-6046 1520-6793
Published: Wiley 2022
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URI: https://cronfa.swan.ac.uk/Record/cronfa61581
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spelling 2023-01-05T16:33:33.7237952 v2 61581 2022-10-17 Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2022-10-17 BBU Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well-known gamification formats—in-game advertising and advergame. Also, we do not know much about their comparative effects on child and adult gamers. The present research fills these gaps by conducting three experiments in which we examine the effects of gamification format (advergame vs. in-game advertising) and age of consumers (children vs. adults) on attitude toward fictitious and real brands (Studies 1 and 2) and purchase intention of fictitious brands (Study 3). The findings reveal that children have more favorable attitude and purchase intention when the brand is advertised in an advergame than in an in-game advertising format, while adults demonstrate higher brand attitude and purchase intention in the latter as compared to the former gamification format. Also, brand familiarity differentially moderates the relationship between gamification format, age, and brand attitude (Study 2). Finally, consumers' engagement in the game positively mediates the relationship between the independent variables and purchase intention (Study 3). Our research contributes to academia by advancing the literature on gamification of advertising through a granular evaluation of persuasive efficacy of IGA and advergame played by adults and children. It also informs managers to effectively persuade consumers of different age groups by the usage of the right gamification format. Journal Article Psychology and Marketing 39 12 2328 2348 Wiley 0742-6046 1520-6793 advergames, computer games, digital games, gamification, IGA, in‐game advertising 2 11 2022 2022-11-02 10.1002/mar.21752 COLLEGE NANME Business COLLEGE CODE BBU Swansea University SU Library paid the OA fee (TA Institutional Deal) 2023-01-05T16:33:33.7237952 2022-10-17T23:00:29.9000849 Faculty of Humanities and Social Sciences School of Management - Business Management Tathagata Ghosh 1 Sreejesh S. 2 Yogesh Dwivedi 0000-0002-5547-9990 3 61581__25767__92b60e9aeb814dd7b79a84b45655cb1c.pdf 61581.pdf 2022-11-14T15:15:27.1334087 Output 1037151 application/pdf Version of Record true © 2022 The Authors. This is an open access article under the terms of the Creative Commons Attribution‐NonCommercial‐NoDerivs License true eng http://creativecommons.org/licenses/by-nc-nd/4.0/
title Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames
spellingShingle Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames
Yogesh Dwivedi
title_short Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames
title_full Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames
title_fullStr Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames
title_full_unstemmed Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames
title_sort Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 Tathagata Ghosh
Sreejesh S.
Yogesh Dwivedi
format Journal article
container_title Psychology and Marketing
container_volume 39
container_issue 12
container_start_page 2328
publishDate 2022
institution Swansea University
issn 0742-6046
1520-6793
doi_str_mv 10.1002/mar.21752
publisher Wiley
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
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description Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well-known gamification formats—in-game advertising and advergame. Also, we do not know much about their comparative effects on child and adult gamers. The present research fills these gaps by conducting three experiments in which we examine the effects of gamification format (advergame vs. in-game advertising) and age of consumers (children vs. adults) on attitude toward fictitious and real brands (Studies 1 and 2) and purchase intention of fictitious brands (Study 3). The findings reveal that children have more favorable attitude and purchase intention when the brand is advertised in an advergame than in an in-game advertising format, while adults demonstrate higher brand attitude and purchase intention in the latter as compared to the former gamification format. Also, brand familiarity differentially moderates the relationship between gamification format, age, and brand attitude (Study 2). Finally, consumers' engagement in the game positively mediates the relationship between the independent variables and purchase intention (Study 3). Our research contributes to academia by advancing the literature on gamification of advertising through a granular evaluation of persuasive efficacy of IGA and advergame played by adults and children. It also informs managers to effectively persuade consumers of different age groups by the usage of the right gamification format.
published_date 2022-11-02T04:20:30Z
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