Advergame and E-Commerce Consumer Decision: Systematic Literature Network Analysis

Abstract

Advertisement's ineffectiveness was attributed to several issues, including irritation and intrusiveness. This study aims to investigate the literature on advertising games (advergames) and how these works of literature might be utilized to demonstrate the impact of advergames on customer behaviour. As part of the VOS Viewer 1.6.17 systematic literature network analysis, Publish and Perish software was configured to collect literature from the past 10 years, then mapped and clustered (SLNA). Keyword co-occurrence networks were revealed in the network analysis of these publications. Researchers found that advergames may still be built in game design that effectively accommodates marketing messages and stimulates consumers' positive consumer behaviour in a business-friendly manner. Gamification and advergaming elements in e-commerce platforms are also significantly influenced by cognitive engagement, emotional engagement, and the user's external environment, such as monetary incentives and non-compulsory play. With advergames, a brand's ability to stick in the consumer's mind will increase. Prior to this study, there has been little research on the commercial sector's invention and application development of gamification, which adds to the body of knowledge regarding gamification in e-commerce.