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Contextual advertising in games: Impacts of game context on a player’s memory and evaluation of brands in video games

Title
Contextual advertising in games: Impacts of game context on a player’s memory and evaluation of brands in video games
Authors
Yoo S.-C.Eastin M.S.
Ewha Authors
유승철
SCOPUS Author ID
유승철scopus
Issue Date
2016
Journal Title
Journal of Marketing Communications
ISSN
1352-7266JCR Link
Citation
pp. 1 - 18
Keywords
contextual advertisinggame contextIn-game advertising
Publisher
Routledge
Indexed
SCOPUS scopus
Abstract
Contextual advertising is growing in digital marketing communication. Previous research on traditional media has shown that the surrounding context affects advertising effectiveness. Similarly, the context in a game may influence a player’s processing of brands advertised in that game. To examine the effects of contextual advertising in games, the present article affords two independent experiments investigating how positive and negative game contexts influence players’ memories and attitudes with respect to brands advertised via billboards in games. Drawing from literature on the limited capacity model, the authors demonstrate that positive and negative game contexts decrease brand memory since they require a high level of cognitive effort. The authors also find that varying a game context influence the perception of brands advertised in the game via the contextual priming mechanism and that positive contexts generate more positive brand attitudes than negative or neutral contexts. The findings have important implications for consumer researchers and marketers, as they indicate how contexts in games can be utilized to establish brand awareness and increase positive brand perceptions in contextual advertising using games. © 2016 Taylor & Francis
DOI
10.1080/13527266.2016.1155074
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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