scholarly journals Congruity of Virtual Reality In-Game Advertising

2021 ◽  
Vol 3 ◽  
Author(s):  
Joshua M. Lupinek ◽  
Jinhee Yoo ◽  
Eugene A. Ohu ◽  
Eric Bownlee
Keyword(s):  
Virtual Reality ◽  
Video Game ◽  
Marketing Research ◽  
Sport Marketing ◽  
Brand Awareness ◽  
Review Of The Literature ◽  
Traditional Media ◽  
Interactive Marketing ◽  
Definition Of ◽  
New Consumer

With virtual reality (VR) video game users beginning to see beta advertisements within game play, this conceptual article adds a needed digital and interactive marketing research foundation to the new construct of VR in-game advertising (IGA) activation. New consumer VR technology continues to disrupt traditional media as a $7.7 billion USD industry, that is expected to reach $57.55 billion by 2027. As such, marketing researchers must continue to evolve and understand the interdisciplinary VR research evolution as many VR users are likely to view IGA as intrusive. IGA and VR are not new constructs, but IGA within VR is unique as VR consumers have not yet experienced VR IGA intrusion. This article utilizes a sport marketing focus to provide an industry specific set of examples for the reader, however this article can be applied to broader fields including communications and interactive marketing. The main contributions of this article are 2-fold. First the development of a VR In-Game Advertising Congruity Framework is developed through a review of the literature and application to VR IGA in the topical areas of congruity of the IGA, interactivity of the IGA, intrusiveness of the IGA, realism of the experience, telepresence, brand awareness, and attitude toward the IGA. Secondly, a proper VR context definition of telepresence is provided through review of the literature that takes into account the interaction of a VR participant. This article aims to aid marketers in making informed IGA development decisions through strategic choice, via a centralized VR IGA congruity framework, that not only enhances brand awareness, but leaves participants with a favorable attitude toward the IGA to increase sales activation.

Adapting game’s evaluation metrics to virtual reality serious games and its validation on “Hellblade: Senu’s Sacrifice” (Preprint)

2021 ◽  
Author(s):  
Kim Martinez ◽  
Maria Isabel Menéndez-Menéndez ◽  
David Checa ◽  
Andres Bustillo
Keyword(s):  
Virtual Reality ◽  
Video Game ◽  
Game Design ◽  
Serious Games ◽  
Research Field ◽  
Raising Awareness ◽  
Quantitative Rating ◽  
Study Case ◽  
Definition Of

BACKGROUND The design of Virtual Reality Serious Games (VR-SG) is a subject still developing. One of its open developments is the definition of metrics to evaluate the fun and learning result. In this way, weaknesses and strengths in the design of serious games can be found for future works in this research field. OBJECTIVE This paper aims to create a metric that can be used to rate the gameplay of VR-SG. This metric’s novelty allows to evaluate the different fun and learning features and give them a quantitative rating. A study case shows the capability of implementing this evaluation to identify strengths and weaknesses of VR-SGs. METHODS The new VR-SG metric is developed on the basis of the Mechanics, Dynamics and Aesthetic (MDA) framework but including User Experience (UX) elements and adapting them to VR-SG. This metric includes 1) UX aspects: VR-headsets, training tutorials and interactive adaptions to avoid VR inconveniences; and 2) MDA aspects: exclusive VR audiovisual elements and its aesthetics interactions. RESULTS The selected indie serious game is Hellblade, developed to raise awareness about the difficulties of people suffering from psychosis with two versions: one for 2D-screens and the other for VR devices. The comparison of metric´s scores for both versions shows: 1) some VR dynamics increase the gameplay impact and therefore, the educational capacity; and 2) flaws in game design where the scores drop down. Some of these flaws are: reduced number of levels, missions and items, lack of a tutorial to enhance usability and lack of strategies and rewards in the long-term to increase motivation. CONCLUSIONS This metric allows to identify the elements of the gameplay and UX that are necessary to learn in VR experiences. The study case shows this research is useful to evaluate the educational utility of VR-SG. Further works will analyze VR applications to synthetize every game element influencing its intrinsic sensations. CLINICALTRIAL The trials have not been registered, as testing for this metric has not involved people with mental conditions or addressed other medical applications. Hellblade is a commercial video game that anyone can purchase and play. The trials have been carried out to obtain results on the gaming experience of different people in relation to the educational purpose of raising awareness of psychosis.

Missing Data - Better "Not to Have Them", but What If You Do? (Part 1)

Marketing ZFP ◽  
2019 ◽  
Vol 41 (4) ◽  
pp. 21-32
Author(s):  
Dirk Temme ◽  
Sarah Jensen
Keyword(s):  
Missing Data ◽  
Statistical Power ◽  
Missing Values ◽  
Graphical Representation ◽  
Marketing Research ◽  
Likelihood Estimation ◽  
Parameter Estimates ◽  
Full Information Maximum Likelihood ◽  
Definition Of ◽  
Traditional Approaches

Missing values are ubiquitous in empirical marketing research. If missing data are not dealt with properly, this can lead to a loss of statistical power and distorted parameter estimates. While traditional approaches for handling missing data (e.g., listwise deletion) are still widely used, researchers can nowadays choose among various advanced techniques such as multiple imputation analysis or full-information maximum likelihood estimation. Due to the available software, using these modern missing data methods does not pose a major obstacle. Still, their application requires a sound understanding of the prerequisites and limitations of these methods as well as a deeper understanding of the processes that have led to missing values in an empirical study. This article is Part 1 and first introduces Rubin’s classical definition of missing data mechanisms and an alternative, variable-based taxonomy, which provides a graphical representation. Secondly, a selection of visualization tools available in different R packages for the description and exploration of missing data structures is presented.

scholarly journals Virtual reality video game improves high-fidelity memory in older adults

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Peter E. Wais ◽  
Melissa Arioli ◽  
Roger Anguera-Singla ◽  
Adam Gazzaley
Keyword(s):  
Older Adults ◽  
Virtual Reality ◽  
Video Game ◽  
Cognitive Abilities ◽  
Environmental Enrichment ◽  
Cognitive Intervention ◽  
Therapeutic Interventions ◽  
Placebo Control ◽  
Long Term Memory ◽  
High Fidelity

AbstractTherapeutic interventions have not yet been shown to demonstrate restorative effects for declining long-term memory (LTM) that affects many healthy older adults. We developed a virtual reality (VR) spatial wayfinding game (Labyrinth-VR) as a cognitive intervention with the hypothesis that it could improve detailed, high-fidelity LTM capability. Spatial navigation tasks have been used as a means to achieve environmental enrichment via exposure to and learning about novel and complex information. Engagement has been shown to enhance learning and has been linked to the vitality of the LTM system in the brain. In the current study, 48 older adults (mean age 68.7 ± 6.4 years) with average cognitive abilities for their age were randomly assigned to 12 h of computer game play over four weeks in either the Labyrinth-VR or placebo control game arms. Promptly before and after each participant’s treatment regimen, high-fidelity LTM outcome measures were tested to assess mnemonic discrimination and other memory measures. The results showed a post-treatment gain in high-fidelity LTM capability for the Labyrinth-VR arm, relative to placebo, which reached the levels attained by younger adults in another experiment. This novel finding demonstrates generalization of benefits from the VR wayfinding game to important, and untrained, LTM capabilities. These cognitive results are discussed in the light of relevant research for hippocampal-dependent memory functions.

scholarly journals Developing a scenario-based video game generation framework for computer and virtual reality environments: a comparative usability study

2020 ◽  
Author(s):  
Elif Surer ◽  
Mustafa Erkayaoğlu ◽  
Zeynep Nur Öztürk ◽  
Furkan Yücel ◽  
Emin Alp Bıyık ◽  
...  
Keyword(s):  
Virtual Reality ◽  
Video Game ◽  
Usability Study ◽  
Game Generation

Migraine and Muscle-Contraction Headache: Psychiatric and Personality Issues—A Review

1985 ◽  
Vol 14 (2) ◽  
pp. 157-170
Author(s):  
Ranjan Roy
Keyword(s):  
Muscle Contraction ◽  
Psychiatric Disorders ◽  
Tension Headache ◽  
Review Of The Literature ◽  
Clinical Issues ◽  
The Past ◽  
Current Thinking ◽  
Definition Of

Presented is a selected review of the literature pertaining to migraine and tension headache of the past thirty or more years. Existence of “migraine” personality is explored. Association between psychiatric disorders and headache is examined. Problems of definition of these concepts are discussed and current thinking to resolve some of the clinical issues of these two types of headaches is presented.

How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunli Ji ◽  
Susana Mieiro ◽  
Guihai Huang
Keyword(s):  
Social Media ◽  
Behavioral Intention ◽  
Marketing Research ◽  
Research Field ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Interactive Marketing ◽  
Media Dependency ◽  
Content Type ◽  
Social Media Advertising

PurposeSocial media advertising (SMA) has become overly critical in the interactive marketing research field. This paper aimed to construct a research architecture model and to investigate the mediating effect of customer engagement between SMA and consumer behavioral intention in the context of Macao's casino integrated resorts.Design/methodology/approachThe authors collected data from 300 Chinese-speaking visitors of Macao's casino integrated resorts through a face-to-face survey. The hypotheses derived from the conceptual model were tested through two-stage structural equation modeling. The authors considered age and gender as control variables.FindingsThis study found that entertainment and promotional rewards had significant direct effects on consumption intention. Social media dependency did affect directly not only consumption intention but also sharing intention. Customer engagement on SMA mediated the effects of two SMA features (entertainment and promotional rewards) and one feature of SMA viewers (social media dependency) on consumption intention. As to extraneous variables, neither age nor gender significantly influenced consumer behavioral intention.Practical implicationsThe casino integrated resort managers should enhance the entertainment elements and provide reasonable promotional rewards to increase SMA's effectiveness. Managers should also consider the social media usage habits of the targeted customers. Further academic research on casino integrated resorts in other regions may use this study as a basis for investigating the mediation of customer engagement on SMA.Originality/valueThis study contributed to understanding the mediating mechanism of customer engagement on SMA by conceptualizing customer engagement on SMA as a unique idea and provided a conceptual framework for further theoretical and empirical research in the interactive marketing research field.

Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youngho Park ◽  
Dae Hee Kwak
Keyword(s):  
Social Desirability ◽  
Sport Management ◽  
Marketing Research ◽  
Sport Marketing ◽  
Self Report ◽  
Social Desirability Bias ◽  
Content Type ◽  
Report Data ◽  
Self Report Data ◽  
And Control

PurposeThe current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a research context.Design/methodology/approachWe used an experimental approach to manipulate sponsorship situations (e.g. Beer sponsor vs Sports drink sponsor) that could potentially motivate respondents to under-report their perceptions toward the sponsor. By employing both procedural and statistical approaches, our evidence shows that responses toward the controversial sponsor were in fact contaminated by SDB.FindingsThe findings of the study provide methodological and practical implications for how sport marketing scholars and practitioners can identify, detect and control SDB in self-report data.Originality/valueWe argue that some survey research in sport marketing may be prone to SDB, but SDB has not received sufficient attention in sport marketing research. We emphasize the importance of detecting (and avoiding/controlling) SDB in sport management research.

scholarly journals Reabilitação do equilíbrio postural com o uso de jogos de realidade virtual

2017 ◽  
Vol 8 (1) ◽  
pp. 161
Author(s):  
Luana Hilario de Meireles Lima ◽  
Diego Santos Fagundes ◽  
Miguel Furtado Menezes ◽  
Maiara Lazaretti Rodrigues Do Prado ◽  
Michele Thais Favero
Keyword(s):  
Virtual Reality ◽  
Activities Of Daily Living ◽  
Therapeutic Intervention ◽  
Postural Balance ◽  
Daily Living ◽  
Review Of The Literature ◽  
Risk Of Falls ◽  
Balance Deficits ◽  
Technological Tool ◽  
Traditional Therapies

Os déficits de equilíbrio postural podem levar a limitações nas atividades de vida diária, reduzindo a autonomia e aumentando o risco de quedas dos indivíduos. A fisioterapia dispõe de uma variedade de recursos que podem ser utilizados para a reabilitação do equilíbrio postural, e a realidade virtual é um dos recursos que vem sendo utilizado com este objetivo, pois através de repetição, feedback e motivação, pode proporcionar ao usuário maior controle do equilíbrio postural. Objetivo: Revisar a literatura existente sobre os efeitos das intervenções com jogos de realidade virtual na reabilitação de déficits de equilíbrio postural. Método: Foi realizada uma revisão de literatura utilizando Descritores em Ciências da Saúde (DECs), com análise de publicações impressas em livros do acervo da Biblioteca Júlio Bordignon da Faculdade de Educação e Meio Ambiente – FAEMA, e consulta de trabalhos indexados e publicados nas bases de dados LILACS, SCIELO, PubMed e Google Acadêmico. Considerações Finais: Os estudos analisados apontam que a intervenção terapêutica com o uso da realidade virtual como uma ferramenta tecnológica para a reabilitação do equilíbrio postural mostrou ser de grande importância e poderia auxiliar as terapias tradicionais, no entanto, mais estudos serão necessários para entender qual é o mecanismo pelo qual a realidade virtual atua melhorando o equilíbrio postural. ABSTRACT: Postural balance deficits can lead to limitations in activities of daily living, reducing autonomy and increasing the risk of falls of individuals. Physiotherapy has a variety of resources that can be used for the rehabilitation of postural balance, and virtual reality is one of the resources that has been used with this objective, because through repetition, feedback and motivation can provide the user greater control of the postural balance. Aim: To review the existing literature on the effects of interventions with virtual reality games in the rehabilitation of postural balance deficits. Method: A review of the literature was performed with Descritores em Ciências da Saúde (DECs) an analysis of publications printed on books from the Júlio Bordignon Library of the Faculdade de Educação e Meio Ambiente - FAEMA, and confer of papers indexed and published in the databases LILACS, SCIELO, PubMed and Google Scholar. Conclusions:  The studies analyzed indicate that therapeutic intervention with the use of virtual reality as a technological tool for the rehabilitation of postural balance has been shown to be of great importance and could help traditional therapies; however, further studies will be necessary to understand the mechanism by which virtual reality works by improving postural balance.

scholarly journals A REVIEW ON THE CHARACTERISTICS OF A GOOD QUALITY LEADERSHIP STYLE

2019 ◽  
Vol 7 (5) ◽  
pp. 1152-1159
Author(s):  
Wael Ibrahim Alsarrani ◽  
Ahmad Jusoh
Keyword(s):  
Leadership Styles ◽  
Leadership Style ◽  
Theoretical Knowledge ◽  
Review Of The Literature ◽  
Daily Lives ◽  
Future Studies ◽  
The Past ◽  
Leadership Process ◽  
Definition Of

Purpose: Leadership is an interactive concept that influences our daily lives. A quality concept is an approach and philosophy that leaders use to incorporate the leadership process into the organization successfully. Both concepts have an incremental history, correlation, and discussion. However, the two concepts have not yet been theoretically and empirically integrated. This paper attempts to integrate and discuss leadership and quality to create a single quality leadership style based on the definition of quality gurus and the leadership styles which relate more towards the quality of leadership. Methodology: The study used a systematic literature review to review the past literature related to the field of leadership and quality management. This study provides the constructs from definitions proposed by experts in this field. Each leadership styles have many constructs that may or may not be related to quality. Results: The study proposed a conceptual framework which combined the definitions of quality gurus and the different leadership styles. The finding of this study has contributed to the expansion of theoretical knowledge in the field of quality leadership style. Implications: This paper indicated that the review of the literature regarding what quality gurus define as important relating to leadership. This paper provides the constructs from quality gurus definitions. Novelty: Each leadership styles have many constructs that may or may not be related to quality. Therefore, future studies need to consider what the constructs from those leadership styles are considered effective to quality.

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