{"title":"Advergames、横幅和用户类型对品牌态度和购买意图的影响","authors":"Pablo C. Farías Nazel","doi":"10.7819/RBGN.V20I2.3784","DOIUrl":null,"url":null,"abstract":"espanolPurpose – This research was intended to analyze the effectiveness of advergames in comparison with banners. In addition, it seeks to analyze whether the type of user (someone who just casually browses the Internet vs. someone looking for product information on the Internet) will influence the effectiveness of both Internet advertising formats. Design/methodology/approach – An experiment with 15participants controlling perceived entertainment. Findings – it has been observed that advergames are not superior to banners in improving the attitude towards brand and intention to purchase. These results are independent of the type of user (casual browsers vs. information seekers). Originality/value – While banners are traditional formats in Internet advertising, other formats have emerged as technology advances, such as advergames. portuguesObjetivos – Esta investigacion busca analizar la efectividad de los advergames en comparacion con los banners. Asimismo, se pretende analizar si el tipo de usuario (alguien que solo navega casualmente por Internet vs. alguien que busca informacion del producto en Internet) influira sobre la efectividad de ambos formatos de publicidad en Internet. Metodologia – Un experimento con 152 participantes que controla el entretenimiento percibido. Resultados – Se observa que los advergames no son superiores a los banners a la hora de mejorar la actitud hacia la marca e intencion de compra. Estos resultados son independientes del tipo de usuario (navegadores casuales vs. buscadores de informacion). Contribuciones – Aunque los banners son formatos tradicionales de publicidad en Internet, otros formatos han surgido a medida que avanza la tecnologia, como son los advergames","PeriodicalId":45001,"journal":{"name":"Rbgn-Revista Brasileira De Gestao De Negocios","volume":null,"pages":null},"PeriodicalIF":0.7000,"publicationDate":"2018-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.7819/RBGN.V20I2.3784","citationCount":"1","resultStr":"{\"title\":\"El efecto de los advergames, los banners y el tipo de usuario sobre la actitud hacia la marca y la intención de compra\",\"authors\":\"Pablo C. Farías Nazel\",\"doi\":\"10.7819/RBGN.V20I2.3784\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"espanolPurpose – This research was intended to analyze the effectiveness of advergames in comparison with banners. In addition, it seeks to analyze whether the type of user (someone who just casually browses the Internet vs. someone looking for product information on the Internet) will influence the effectiveness of both Internet advertising formats. Design/methodology/approach – An experiment with 15participants controlling perceived entertainment. Findings – it has been observed that advergames are not superior to banners in improving the attitude towards brand and intention to purchase. These results are independent of the type of user (casual browsers vs. information seekers). Originality/value – While banners are traditional formats in Internet advertising, other formats have emerged as technology advances, such as advergames. portuguesObjetivos – Esta investigacion busca analizar la efectividad de los advergames en comparacion con los banners. Asimismo, se pretende analizar si el tipo de usuario (alguien que solo navega casualmente por Internet vs. alguien que busca informacion del producto en Internet) influira sobre la efectividad de ambos formatos de publicidad en Internet. Metodologia – Un experimento con 152 participantes que controla el entretenimiento percibido. Resultados – Se observa que los advergames no son superiores a los banners a la hora de mejorar la actitud hacia la marca e intencion de compra. Estos resultados son independientes del tipo de usuario (navegadores casuales vs. buscadores de informacion). Contribuciones – Aunque los banners son formatos tradicionales de publicidad en Internet, otros formatos han surgido a medida que avanza la tecnologia, como son los advergames\",\"PeriodicalId\":45001,\"journal\":{\"name\":\"Rbgn-Revista Brasileira De Gestao De Negocios\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.7000,\"publicationDate\":\"2018-04-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.7819/RBGN.V20I2.3784\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Rbgn-Revista Brasileira De Gestao De Negocios\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.7819/RBGN.V20I2.3784\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Rbgn-Revista Brasileira De Gestao De Negocios","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.7819/RBGN.V20I2.3784","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
El efecto de los advergames, los banners y el tipo de usuario sobre la actitud hacia la marca y la intención de compra
espanolPurpose – This research was intended to analyze the effectiveness of advergames in comparison with banners. In addition, it seeks to analyze whether the type of user (someone who just casually browses the Internet vs. someone looking for product information on the Internet) will influence the effectiveness of both Internet advertising formats. Design/methodology/approach – An experiment with 15participants controlling perceived entertainment. Findings – it has been observed that advergames are not superior to banners in improving the attitude towards brand and intention to purchase. These results are independent of the type of user (casual browsers vs. information seekers). Originality/value – While banners are traditional formats in Internet advertising, other formats have emerged as technology advances, such as advergames. portuguesObjetivos – Esta investigacion busca analizar la efectividad de los advergames en comparacion con los banners. Asimismo, se pretende analizar si el tipo de usuario (alguien que solo navega casualmente por Internet vs. alguien que busca informacion del producto en Internet) influira sobre la efectividad de ambos formatos de publicidad en Internet. Metodologia – Un experimento con 152 participantes que controla el entretenimiento percibido. Resultados – Se observa que los advergames no son superiores a los banners a la hora de mejorar la actitud hacia la marca e intencion de compra. Estos resultados son independientes del tipo de usuario (navegadores casuales vs. buscadores de informacion). Contribuciones – Aunque los banners son formatos tradicionales de publicidad en Internet, otros formatos han surgido a medida que avanza la tecnologia, como son los advergames