Do pop-up ads in online videogames influence children’s inspired-to behavior?
Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts children’s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children’s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children’s inspired-to behavior. Design/methodology/approach: Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Findings: Results showed that perceived irritation and incentives of pop-up ads do not affect children’s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children’s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value: This study contributes to children’s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior.
Year of publication: |
2021
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Authors: | Abbasi, Amir Zaib ; Rehman, Umair ; Ting, Ding Hooi ; Quraishi, Muhammad Ali |
Published in: |
Young Consumers. - Emerald, ISSN 1747-3616, ZDB-ID 2253957-8. - Vol. 23.2021, 3 (22.12.), p. 362-381
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Publisher: |
Emerald |
Saved in:
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