article

The Influence of Advergames on Players' Behaviour: An Experimental Study

Author:

Călin GurăuAuthors Info & Claims

Electronic Markets, Volume 18, Issue 2

Pages 106 - 116

https://doi.org/10.1080/10196780802044859

Published: 01 May 2008 Publication History

Abstract

The advergames represent a new advertising concept that uses Internet technology to implement viral marketing campaigns. Despite the potential of this interactive advertising method, very few academic studies have been initiated to investigate the characteristics of advergames, and their influence on consumers' perceptions and behaviour. This paper attempts to develop a theoretical framework which explains the effect of advergames on players' perceptions and behaviour, and to verify its applicability, using an experimental approach. The research methodology applied combines experiment and surveys; the collected data being analysed and discussed from a quantitative point of view. The results indicate a clear relationship between the exposure to advergames and an increased consumption of the represented brands. The participants experiencing the state of flow are more inclined to increase the frequency of brand purchases, and to communicate with other people about advergames.

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Digital Library

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Cited By

Huang MAli RLiao J(2017)The effect of user experience in online games on word of mouthComputers in Human Behavior10.1016/j.chb.2017.05.01575:C(329-338)Online publication date: 1-Oct-2017
https://dl.acm.org/doi/10.1016/j.chb.2017.05.015
Grammenos DMargetis GKoutlemanis PZabulis XLugmayr A(2012)Paximadaki, the gameProceeding of the 16th International Academic MindTrek Conference10.1145/2393132.2393195(287-290)Online publication date: 3-Oct-2012
https://dl.acm.org/doi/10.1145/2393132.2393195
Grammenos DMargetis GKoutlemanis PZabulis X(2012)53.090 virtual rusks = 510 real smiles using a fun exergame installation for advertising traditional food productsProceedings of the 9th international conference on Advances in Computer Entertainment10.1007/978-3-642-34292-9_15(214-229)Online publication date: 3-Nov-2012
https://dl.acm.org/doi/10.1007/978-3-642-34292-9_15
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The Influence of Advergames on Players' Behaviour: An Experimental Study

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Published In

cover image Electronic Markets

Electronic Markets Volume 18, Issue 2

May 2008

102 pages

ISSN:1019-6781

EISSN:1422-8890

Issue’s Table of Contents

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Routledge

United States

Publication History

Published: 01 May 2008

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Cited By

Huang MAli RLiao J(2017)The effect of user experience in online games on word of mouthComputers in Human Behavior10.1016/j.chb.2017.05.01575:C(329-338)Online publication date: 1-Oct-2017
https://dl.acm.org/doi/10.1016/j.chb.2017.05.015
Grammenos DMargetis GKoutlemanis PZabulis XLugmayr A(2012)Paximadaki, the gameProceeding of the 16th International Academic MindTrek Conference10.1145/2393132.2393195(287-290)Online publication date: 3-Oct-2012
https://dl.acm.org/doi/10.1145/2393132.2393195
Grammenos DMargetis GKoutlemanis PZabulis X(2012)53.090 virtual rusks = 510 real smiles using a fun exergame installation for advertising traditional food productsProceedings of the 9th international conference on Advances in Computer Entertainment10.1007/978-3-642-34292-9_15(214-229)Online publication date: 3-Nov-2012
https://dl.acm.org/doi/10.1007/978-3-642-34292-9_15
Grace LCoyle JRomão TCorreia NInami MDias EChambel TKato HPrada RTerada T(2011)Player performance and in game advertising retentionProceedings of the 8th International Conference on Advances in Computer Entertainment Technology10.1145/2071423.2071492(1-5)Online publication date: 8-Nov-2011
https://dl.acm.org/doi/10.1145/2071423.2071492

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