Acceptance of Branded Video Games (Advergames)

2015 ◽  
pp. 851-871 ◽  
Author(s):  
José Martí-Parreño ◽  
Carla Ruiz-Mafé ◽  
Lisa L. Scribner
Keyword(s):  
Video Games ◽  
Cultural Differences ◽  
Empirical Research ◽  
Research Study ◽  
Product Placement ◽  
Primary Factor ◽  
Previous Experience ◽  
Consumer Attitude ◽  
Moderating Role

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience with video games. The moderating role of culture is also analyzed. To do so, an empirical research study involving American and Spanish students was developed. Findings suggest that attitude towards advertising is the primary factor affecting advergame acceptance for the Spanish sample, while attitude towards product placement in advergames is the primary factor affecting advergame acceptance for the American sample. These results suggest cultural differences related to advergame acceptance.

Acceptance of Branded Video Games (Advergames)

2014 ◽  
pp. 482-502
Author(s):  
José Martí-Parreño ◽  
Carla Ruiz-Mafé ◽  
Lisa L. Scribner
Keyword(s):  
Video Games ◽  
Cultural Differences ◽  
Empirical Research ◽  
Research Study ◽  
Product Placement ◽  
Primary Factor ◽  
Previous Experience ◽  
Consumer Attitude ◽  
Moderating Role

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience with video games. The moderating role of culture is also analyzed. To do so, an empirical research study involving American and Spanish students was developed. Findings suggest that attitude towards advertising is the primary factor affecting advergame acceptance for the Spanish sample, while attitude towards product placement in advergames is the primary factor affecting advergame acceptance for the American sample. These results suggest cultural differences related to advergame acceptance.

Structural network embeddedness and firm incremental innovation capability: the moderating role of technology cluster

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoxiao Shi ◽  
Lu Lu ◽  
Wei Zhang ◽  
Qingpu Zhang
Keyword(s):  
Empirical Research ◽  
Incremental Innovation ◽  
Central Position ◽  
Innovation Capability ◽  
Patent Data ◽  
Content Type ◽  
Network Embeddedness ◽  
Structural Network ◽  
Moderating Role

Purpose This paper aims to propose the following questions: How do structural network embeddedness influence firms’ incremental innovation capability? Does technology cluster moderate the relationships between them? Design/methodology/approach In this empirical research, the authors collected a sample of patent data in the smartphone industry over the period of 2000-2018. Then, the authors examined the direct roles of structural network embeddedness on firms’ incremental innovation capability and the moderating role of technology cluster by using ordinary linear squares regression. Findings The empirical results show that occupying the central position positively affects firms’ incremental innovation capability, and clustering strengthens this linear relationship. Furthermore, bridging structural holes has an inverted U-shaped effect on incremental innovation capability, and clustering positively moderated this nonlinear relationship, while bridging ties across different clusters plays a negative moderation role in this relationship. Originality/value This empirical research provides new insights into whether and how firms can grasp the benefits of structural network embeddedness to conduct incremental innovations and the moderation effects of technology cluster contingencies. It further contributes to the structural network embeddedness–incremental innovation capability issue by extending its research context to the smartphone industry.

Attracting prosocial lenders from different cultures to help others in microlending

2020 ◽  
Vol 37 (2) ◽  
pp. 205-214
Author(s):  
JungHwa (Jenny) Hong ◽  
Kyung-Ah (Kay) Byun
Keyword(s):  
Cultural Differences ◽  
Design Methodology ◽  
Future Orientation ◽  
Cultural Background ◽  
Cultural Backgrounds ◽  
Content Type ◽  
Individualistic Culture ◽  
Different Cultures ◽  
Moderating Role

Purpose The purpose of this study is to examine the role of culture and future orientation in lenders’ prosocial microlending behaviors. Design/methodology/approach Three experiments examine how different cultural backgrounds, either individualistic or collectivistic, influenced microlenders’ prosocial behaviors, including the amount of microlending, the willingness to help and the length of commitment. Further, the moderating role of future orientation among individualists is investigated. Findings Results indicate that cultural differences influence prosocial microlending differently such that individualists give less to people in need compared to collectivists. Further, the author found that future orientation helps lenders in individualistic culture to improve prosocial microlending behaviors. Originality/value This paper emphasizes the role of cultural background and future orientation in promoting lenders’ prosocial giving in the context of microlending. The results assist social marketers to understand how to motivate giving behaviors via microlending among lenders in different cultures depending on future orientation.

scholarly journals The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jaewoo Park ◽  
Hyo Jin Eom ◽  
Charles Spence
Keyword(s):  
Product Category ◽  
Moderating Effect ◽  
Consumer Attitude ◽  
Content Type ◽  
Responsible Consumption ◽  
Luxury Products ◽  
Attitude Behavior ◽  
The Relationship ◽  
Moderating Role

Purpose This study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products. Design/methodology/approach Three online studies were conducted to examine the moderating role of perceived product scarcity on the attitude–willingness to pay (WTP) relationship in the case of sustainable luxury products. A preliminary study (n = 208) examined the existence of an attitude–WTP gap toward a sustainable luxury product (i.e. a bag). Study 1 (n = 171) investigated the moderating effect of perceived scarcity induced by a limited quantity message on the relationship between consumer attitude and the WTP for a sustainable luxury product (i.e. a pair of shoes). Study 2 (n = 558) replicated these findings using a different product category (i.e. a wallet) while controlling for demographic variables and examined the moderating role of consumer characteristics on the scarcity effect. Findings Consumers’ perceived scarcity for sustainable luxury products positively moderated the relationship between product attitudes and their WTP for the products. The moderating effect of perceived scarcity was significant for consumers regardless of their tendency toward socially responsible consumption and their preference for product innovativeness. Meanwhile, the scarcity effect was influenced by the consumers’ attitude toward the brand of sustainable products. Practical implications This research provides empirical evidence for marketers with clear managerial implications concerning how to immediately promote consumers’ acceptance of sustainable luxury products. Originality/value This study is the first to examine the role of scarcity strategy on strengthening the attitude–behavior relation for sustainable luxury products.

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