DO SOCIAL AND COMPETITIVE ADVERGAMES AFFECT BRAND ATTITUDE IN ASIA?

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2019-06-25 DOI:10.7903/IJECS.1722

Yu-Ping Chiu

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引用次数: 4

Abstract

The aim of this paper is to examine the advertising effectiveness between mobile competitive advergames and social advergames. A laboratory experiment was adopted to evaluate the advertising effectiveness of two types of mobile advergame. Under randomly assigned experimental conditions, 152 people were assigned to competitive advergames which emphasizes on the efficiency of user to complete the task, and 143 people were assigned to social advergames which emphasizes the user's task is repetitive, and even communicates with other users and collaborates to finish a goal. The results indicated that mobile competitive and social advergames exert distinct effects on advertising effectiveness. Specifically, competitive advergames enhance game attitude, whereas social advergames promote brand recall. The results also indicated that both competitive and social advergames are highly effective tools for enhancing brand attitude. The results assist in filling research gaps regarding the effect of mobile advergame type on advertising effectiveness. To cite this document: Yu-Ping Chiu, "DO SOCIAL AND COMPETITIVE ADVERGAMES AFFECT BRAND ATTITUDE IN ASIA? ", International Journal of Electronic Commerce Studies, Vol.10, No.1, pp.23-41, 2019. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1722

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社交和竞争性广告游戏是否会影响亚洲的品牌态度?

本文的目的是检验手机竞争广告游戏和社交广告游戏之间的广告效果。通过实验室实验对两类手机广告游戏的广告效果进行了评估。在随机分配的实验条件下，152人被分配到强调用户完成任务效率的竞争性广告游戏中，143人被分配到强调用户任务重复性的社交性广告游戏中，甚至与其他用户交流，合作完成一个目标。结果表明，手机竞争性广告游戏和社交性广告游戏对广告效果的影响是显著的。具体来说，竞争性广告游戏提高了游戏态度，而社交性广告游戏促进了品牌回忆。结果还表明，竞争性和社交性广告游戏都是提升品牌态度的有效工具。研究结果有助于填补手机广告游戏类型对广告效果影响的研究空白。引用本文:赵玉萍，“社交和竞争广告游戏会影响亚洲的品牌态度吗?”《国际电子商务研究》，Vol.10, No.1, pp.23-41, 2019。此文档的永久链接:http://dx.doi.org/10.7903/ijecs.1722

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.