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Reward - based advertisement in online games: a win for advertisers, developers, and gamers

Sharma, Shavneet and Singh, Gurmeet (2022) Reward - based advertisement in online games: a win for advertisers, developers, and gamers. [Conference Proceedings]

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This study examines factors affecting gamers’ attitude towards reward-based advertisements (RBA) in online games. A conceptual model is developed based on the Ducoffe’s web advertising model and tested using a quantitative design through data collected from 532 online gamers in Fiji. Covariance-based structural equation modelling (CB-SEM) was employed to perform the analysis. Results reveal that informativeness, credibility, entertainment, and incentive positively influence advertisement value. Advertisement value was found to positively influences attitude towards RBA. The moderating factors of perceived competitiveness and gamer envy were found to strengthen the positive association between perceived advertisement value and attitude towards RBA. This study is novel is it is the first exploration of RBA in online gaming. In so doing, this study contributes to both marketing and gaming literature and provides valuable insight for marketers and game developers to influence customers to be more receptive to advertisements in online games.

Item Type: Conference Proceedings
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business and Management (SBM)
Depositing User: Shavneet Sharma
Date Deposited: 21 Mar 2023 02:39
Last Modified: 30 Mar 2023 22:01

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