Advertisement within online game world: Effects of experiential motives on the attitude toward the advertised brand
The increasing interest in online games, considered as an effective medium of advertising, has led researchers to study the efficacy of this practice through various ways. This research examines the effect of five experiential motives including enjoyment, concentration, escape, curiosity, and social affiliation on the attitude toward the advertised brand. An online experiment, based on online survey, was conducted nearby 160 Counter Strike game players. The results show that enjoyment, concentration and curiosity affect positively the brand attitude but escape and social affiliation have no significant relationship with the attitude toward the brand being advertised.
in-game brand placement experiential motives brand attitude
Rym Ben Ahmed Mohamed Nabil Mzoughi
Research Unit MaPReCoB ISG Sousse, University of Sousse, Tunisia Sousse, Tunisia
国际会议
上海
英文
80-85
2011-03-11（万方平台首次上网日期，不代表论文的发表时间）