Effect of nature of the game on ad-persuasion in online gaming context

2017 ◽  
Vol 27 (1) ◽  
pp. 52-73 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S.
Keyword(s):  
Online Advertising ◽  
Content Type ◽  
Planning Strategy ◽  
Brand Recall ◽  
Brand Placements ◽  
The Media ◽  
The Impact ◽  
Positive Effect ◽  
Selection Of

Purpose The purpose of this paper is to examine the effect of nature of advergame and moderating roles of game-product congruence and need for cognition (NFC) on gamers’ ad-persuasion from attention and elaboration perspectives. Design/methodology/approach A 2 (nature of game: fast or slow)×2 (game-product congruence: high or low)×2 (NFC: high or low) between measures design is used. In total, 224 graduate students participated in the study. A 2×2×2 between subjects ANOVA is used to test the hypotheses. Findings The results show that slow-paced advergames result in high persuasion than fast-paced advergames. A 2 way-interaction indicates that for a slow-paced advergame, low game-product congruence result in high persuasion than in high game-product congruence. Furthermore, findings reveal that for a slow-paced advergame with low game-product congruence, subjects with high NFC report high persuasion than subjects with low NFC. For a fast-paced advergame with low game-product congruence, subjects with high NFC report high persuasion than subjects with low NFC. Practical implications The findings of the study are very important for advertising practitioners as selection of media that fit the advertised product with reference to the content of the media is a planning strategy that has been widely used by media planners. Thus, if high brand recall and recognition is the primary goal for advertisers, then, slow-paced advergames with low-congruent brand placements can be considered a better media strategy for in-game advertising. Furthermore, advertising managers can design advergames by taking into account NFC factor to make sure that the implementation has the strongest positive effect on consumers’ persuasion. Furthermore, advertising managers can design advergames by taking into account NFC factor to make sure that the implementation has the strongest positive effect on consumers’ persuasion. Originality/value This research contributes to the literature of non-traditional online advertising, specifically advergaming context by exploring the impact of nature of game and game-product congruence on gamers’ ad-persuasion. Also, this study is the first attempt toward understanding the moderating role of NFC on gamers’ ad-persuasion in the context of online advertising.

Impact of nature of advergames on brand recall and brand attitude among young Indian gamers: moderating roles of game-product congruence and persuasion knowledge

2015 ◽  
Vol 16 (4) ◽  
pp. 454-467 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S.
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
Persuasion Knowledge ◽  
Content Type ◽  
Planning Strategy ◽  
Brand Recall ◽  
Brand Placements ◽  
The Media ◽  
Game Developers ◽  
The Impact

Purpose – The purpose of this study is to enhance the knowledge of advertising effects of nature of advergame (game speed) on gamers’ brand recall and attitude. More specifically, this study investigates varying effects of game speed in advergames on young Indian gamers’ brand recall and attitudes under varied game-product congruence and persuasion knowledge conditions from attention, elaboration and persuasion perspectives. Design/methodology/approach – A 2 (nature of advergame: fast or slow) × 2 (game-product congruence: high or low) × 2 (persuasion knowledge: high or low) between-subject measures design is used. Experimental data were collected from 235 Indian graduate students. ANOVAs and MANOVA with pre-planned contrasts are used to test the hypotheses. Findings – The results indicate that for a slow-paced advergame, low game-product congruence result in high brand recall than high game-product congruence. For a fast-paced advergame, there is no difference in brand recall between low game-product congruence and high game-product congruence. Furthermore, findings reveal that for a slow-paced advergame with low game-product congruence, subjects with high persuasion knowledge report high brand recall and less favorable brand attitude than subjects with low persuasion knowledge. On the other hand, for a fast-paced advergame with low game-product congruence, there is no difference in brand recall and brand attitude between the subjects with high persuasion knowledge and the subjects with low persuasion knowledge. Practical implications – The findings of the study are very important for advertising practitioners, as selection of media that fit the advertised product with reference to the nature and content of the media is a planning strategy that has been widely used by media planners. Thus, if advertisers want to create high brand awareness by creating high brand memory, then slow-paced advergames with low congruent brand placements can be chosen as an effective in-game media strategy for online advertising. Additionally, game developers and marketers can plan and develop more effective advergames by taking into account the persuasion knowledge factor so that the implementation would have the strongest positive effect on consumers’ brand recall and brand attitude. Originality/value – This study contributes to the literature of non-traditional media advertising, specifically advergaming context by exploring the impact of nature of game and game-product congruence on gamers’ ad-persuasion. Also, this study is the first attempt to understand how the game speed and its boundary conditions influence gamers’ brand recall and attitude and in attention, elaboration and persuasion perspectives.

Effects of brand placement strength, prior game playing experience and game involvement on brand recall in advergames

2015 ◽  
Vol 7 (3) ◽  
pp. 292-312 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S
Keyword(s):  
Online Advertising ◽  
Individual Characteristics ◽  
Game Playing ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Significant Difference ◽  
Brand Placements ◽  
The Impact

Purpose – The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game involvement in the context of advergames. Specifically, this research utilizes Limited Capacity Model of attention to explain how and under what conditions brand placements create attention, elaboration and subsequent brand recall. Design/methodology/approach – A 2 (brand placement strength: prominent versus subtle) × 2 (prior game playing experience: experienced versus inexperienced) × 2 (game involvement: high versus low involvement) between-subjects measures design is used. Empirical data were obtained from 220 undergraduate student gamers. A between-subjects measures ANOVA is used to test the hypotheses. Findings – There are several important findings that can be inferred from the results. First, inexperienced gamers report high brand recall in prominent brand placements than subtle brand placements, whereas for experienced gamers, no significant difference in recall rates is found between prominent brand placement and subtle brand placement. Second, inexperienced gamers with low game involvement playing an advergame with prominent brand placement report high brand recall compared to inexperienced gamers with high game involvement playing an advergame with prominent brand placement. Research limitations/implications – The study contributes to the advertising literature from a non-traditional advertising perspective, particularly in the context of online advergames, and explains the role of brand placement and its boundary conditions to create customers’ brand memory. Moreover, this research contributes to the marketing knowledge on how to locate and embed the brands effectively in advergames, taking into account the individual characteristics of each advergame. Practical implications – The findings are very important for advertising practitioners because selecting media that enhances the brand memory of the consumers through entertainment is a planning strategy that has been widely used by media planners today. Hence, advertising managers should think about designing advergames by taking into account the game involvement factor to make sure that the implementation has the strongest positive effect on consumers’ memory. Originality/value – This research contributes to the literature of online advertising, especially the advergames by exploring the impact of brand placement strength and prior gaming experience on gamers’ brand recall. In addition, this study is the first step toward understanding the moderating role of game involvement on Indian gamers recall in the context of online advertising.

Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames

2017 ◽  
Vol 26 (4) ◽  
pp. 402-414 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S. Pillai
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
Persuasion Knowledge ◽  
Brand Placement ◽  
Content Type ◽  
Brand Recall ◽  
Capacity Model ◽  
Brand Placements ◽  
The Impact

Purpose The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placements create attention, elaboration and subsequent brand recall and brand attitude. Design/methodology/approach A 2 (brand prominence: prominent versus subtle) × 2 (game involvement: high versus low involvement) × 2 (persuasion knowledge: high versus low) between-subjects measures design is used. A total of 224 student gamers participated in the study. A between-subjects measures multivariate analysis of variance is used to test the hypotheses. Findings The results show that an advergame with prominent brand placement under low game involvement condition results in high brand recall but less favorable brand attitude than under high game involvement condition. Furthermore, a three-way interaction shows that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report high brand recall than the subjects with low persuasion knowledge. The findings also reveal that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report less favorable brand attitude than the subjects with low persuasion knowledge. Research limitations/implications This paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory and attitude. Furthermore, this investigation adds to the marketing knowledge on how and where to position and embed the brands effectively in advergames taking into account the characteristics of the gamer, such as the game involvement and gamers’ persuasion knowledge about the advergame. Originality/value This study adds to the works of online advertising, particularly the advergames by discovering the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude. Also, this study is the first in its stream toward understanding the moderating role of persuasion knowledge on Indian gamers’ recall and attitude in the context of online advertising.

Are they really persuaded with the brand embedded in the game?

2016 ◽  
Vol 10 (3) ◽  
pp. 249-264 ◽  
Author(s):  
Devika Vashisht ◽  
Sreejesh S. Pillai
Keyword(s):  
Game Design ◽  
Online Advertising ◽  
Congruence Condition ◽  
Content Type ◽  
Product Placements ◽  
Brand Placements ◽  
Game Context ◽  
Effective Use ◽  
The Impact

Purpose The purpose of the paper is to examine whether there is any difference in persuasion of brands embedded in the advergame because of the differences in nature of the game (speed), and are there any differences in persuasion in the same context if the brand is prominently placed versus subtly placed and congruent versus incongruent with the game context. Design/methodology/approach A 2 (nature of advergame: fast or slow) × 2 (brand prominence: prominent or subtle) × 2 (game-product congruence: high or low) between-subject measures design is used; 280 graduate students participated in the study. A 2 × 2 × 2 between-subjects ANOVA is used to test the hypotheses. Findings The findings support that slow-paced advergames with prominent brand placements result in high ad-persuasion compared to subtle brand placements. On the other hand, fast-paced advergames show no difference in persuasiveness despite the fact that whether it is a subtle placement or prominent placement. Furthermore, results also indicate that slow-paced games with prominent placement in low game-product congruence condition resulted in high ad-persuasion compared to that in high game-product congruence condition. Research limitations/implications The process of experimentation used in this study to collect responses were susceptible to some limitations. However, findings of the study are very important for advertising practitioners in terms of game design, implementation and for an effective use of brand and product placements in advergames. Originality/value This research contributes to the literature of online advertising, specifically advergaming context by exploring the impact of nature of game and brand prominence on gamers’ ad-persuasion. Also, this study is the first attempt toward understanding the moderating role of game-product congruence on gamers’ ad-persuasion in the context of advergames.

Social capital and national innovation system: a cross-country analysis

2014 ◽  
Vol 21 (4) ◽  
pp. 453-475 ◽  
Author(s):  
Sepehr Ghazinoory ◽  
Ali Bitaab ◽  
Ardeshir Lohrasbi
Keyword(s):  
Social Capital ◽  
National Level ◽  
Innovation System ◽  
Negative Effects ◽  
Content Type ◽  
Research Findings ◽  
Different Dimensions ◽  
The Impact ◽  
Positive Effect

Purpose – In the last two decades, researchers have paid much attention to the role of cultural values on economic and social development. In particular, the crucial role of different aspects of culture on the development of innovation has been stressed in the literature. Consequently, it is vital to understand how social capital, as a core cultural value, affects the innovation process and the innovative performance at the national level. However, to date, the impact of different dimensions of social capital and innovation has not been properly portrayed or explained. Thus, the purpose of this paper is to investigate the influence of four different dimensions of social capital (institutional and interpersonal, associational life and norms) on two of the main functions of national innovation system (NIS) (entrepreneurship and knowledge creation) based on over 50,000 observations in 34 countries. Design/methodology/approach – In this regard, national-level data from the World Values Survey database was employed to quantify social capital. Entrepreneurship is, in turn, assumed to consist of three sub-indexes and 14 indicators based on the Global Entrepreneurship Index. Knowledge creation is also measured through US Patent Office applications. Also, exploratory factor analysis and structural equation modeling approach were used to build the measurement model and investigate the impact that each factor of social capital had on entrepreneurship and knowledge application, respectively. Measurement and structural models were built and their reliability and validity were tested using various fit indices. Research findings suggest the strong positive effect of institutional trust and networking on entrepreneurship. Also, interpersonal trust and networks were shown to have high influence on knowledge development at the national level. Norms appear to have naïve to medium negative effects on both functions. Findings – Research findings suggest the strong positive effect of institutional trust and networking on entrepreneurship. Also, interpersonal trust and networks were shown to have high influence on knowledge development at the national level. Norms appear to have naïve to medium negative effects on both functions. Originality/value – However, to date, the impact of different dimensions of social capital and innovation has not been properly portrayed or explained.

The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Devika Vashisht
Keyword(s):  
Brand Attitude ◽  
Interactive Marketing ◽  
Content Type ◽  
Brand Recall ◽  
Engagement Theory ◽  
Transportation Theory ◽  
Management Students ◽  
The Impact ◽  
The Relationship

PurposeThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.Design/methodology/approachA 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.FindingsIncongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.Practical implicationsDeveloping high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.Originality/valueFrom the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

The impact of media sentiments on IPO underpricing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Vikas Gupta ◽  
Shveta Singh ◽  
Surendra S. Yadav
Keyword(s):  
Initial Public Offerings ◽  
Investment Strategy ◽  
Ipo Underpricing ◽  
Content Type ◽  
Ipo Performance ◽  
Post Market ◽  
The Media ◽  
Sentiment Score ◽  
The Impact

Purpose In initial public offerings (IPOs), the media plays a pivotal role by disseminating the information to the investors who generally lack the expertise to understand the information through the prospectus. Thus, media coverage can impact the investment decision of the investors and the IPO performance. Media typically covers the IPO before listing, suggesting that it may play an important role in explaining the opening price rather than the closing price on the day of listing. Therefore, this study aims to disaggregate the traditional IPO underpricing into three categories: voluntary, pre-market and post-market and provides a comparative analysis of the media sentiments impact on the traditional and disaggregated IPO underpricing. The authors’ disaggregated IPO underpricing analysis will facilitate the investors in making an effective investment strategy based on media sentiments. Design/methodology/approach The study deploys sentiment analysis using bags of n (2) grams approach to gauge the sentiments on 2,891 media articles and uses “robust-regression” technique to analyze them on a sample of 222 Indian IPOs during 2009–2018. Findings The study reports that the sentiment score is positively related to the traditional underpricing; the sentiment score is positively associated with the pre-market underpricing and does not have any significant relationship with the post-market underpricing; the number of media articles does not play a significant role in explaining the IPO underpricing. The findings highlight the presence of a semi-strong form of efficiency in the Indian IPO market. Originality/value Existing literature focuses that the role of media on IPO performance is based on the developed countries. IPO laws differ based on the countries. For instance, in India, investors can check the demand by the other categories of investors on a real-time basis. Thus, it is interesting to study whether, with such a high level of transparency, media can explain IPO performance in the Indian market. Media generally covers IPO before listing; therefore, the present study disaggregates the IPO underpricing to evaluate the role of media on the primary and secondary market separately. It will help the investors to decide when to enter and exit the market.

Drivers of intention to use Murabaha financing: religiosity as moderator

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naqeeb Ullah Atal ◽  
Mohammad Iranmanesh ◽  
Fathyah Hashim ◽  
Behzad Foroughi
Keyword(s):  
Social Influence ◽  
Reasoned Action ◽  
Intention To Use ◽  
Content Type ◽  
The Impact ◽  
Positive Effect ◽  
Moderating Role ◽  
Insight Into ◽  
Religious Obligation

Purpose The purpose of this paper is to investigate the determinants of Muslims’ attitude and intention towards Murabaha financing by considering religiosity as a moderator. Design/methodology/approach The data were collected through a survey of 373 Muslims in Afghanistan and were analysed using the partial least squares technique. Findings The results showed that social influence and religious obligation have a positive effect on attitude towards Murabaha financing. Furthermore, social influence and attitude have a positive effect on the intention to use Murabaha financing. Religiosity moderates negatively the impact of social influence on attitude towards Murabaha financing. Practical implications Managers and marketers of Islamic banks may benefit from the findings of this study, which provide insight into the factors that should be considered to promote Murabaha financing. Originality/value The findings contribute to the literature on Islamic financing products by demonstrating the drivers of attitude towards and intention to use Murabaha financing. The study also extends the literature by testing the moderating role of religiosity. Furthermore, the study extends the theory of reasoned action in the context of Islamic financing by introducing religious obligation as a potential driver of attitude and religiosity as a moderator.

In-game advertising: the role of newness congruence and interactivity

2020 ◽  
Vol 24 (2) ◽  
pp. 213-230
Author(s):  
Devika Vashisht ◽  
HFO Surindar Mohan ◽  
Abhishek Chauhan
Keyword(s):  
Design Methodology ◽  
Brand Attitude ◽  
Online Media ◽  
Content Type ◽  
Cognitive Elaboration ◽  
Brand Recall ◽  
Management Students ◽  
The Impact ◽  
Practical Implications

Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.

Investor reaction to R&D investment

2016 ◽  
Vol 8 (2) ◽  
pp. 133-147
Author(s):  
Xin Li ◽  
Tienan Wang
Keyword(s):  
Stock Price ◽  
New Product ◽  
Content Type ◽  
Innovation Activities ◽  
Development Capacity ◽  
The Impact ◽  
D Investment ◽  
Investor Reaction ◽  
Positive Effect

Purpose This paper aims to examine the impact of research and development (R&D) investment on firms’ stock price from the perspective of investors. Design/methodology/approach Building on signaling theory, the authors propose that R&D investment sends important signals to the investment community regarding future growth, which in turn impacts investor reaction to such investment. Findings Using a sample of listed pharmaceutical firms in China from 2007 to 2011, the authors find that R&D investment has a positive effect on firms’ stock price, indicating that investors have a positive reaction to R&D investment signals. Further, the authors find that the signaling role of new product announcements mediates this relationship between R&D investment and investor reaction. Originality/value The authors also find that the signaling role of development capacity (DC) has a moderating effect on the relationship between innovation activities (i.e. R&D investment and new product announcements) and investor reaction, such that DC strengthens the positive effect of R&D and new product announcements on investors.

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