Responses to an advergaming campaign on a mobile social networking site: An initial research report

TY - JOUR

T1 - Responses to an advergaming campaign on a mobile social networking site

T2 - An initial research report

AU - Okazaki, Shintaro

AU - Yagüe, María Jesús

PY - 2012/1

Y1 - 2012/1

N2 - Advergames are a form of branded entertainment that feature advertising messages, logos, and trade characters in a game format. This paper reports a preliminary examination on the effects of an advergame on perceived brand value in a context of mobile social networking sites (SNSs). Drawn upon categorization theory, the study posits that, while mobile SNS engagement stimulates electronic word-of-mouth (eWOM) intention among game players, perceived brand-game fit also drives eWOM intention, which in turn positively affects perceived brand value. Furthermore, perceived brand-game fit is contemplated to be a direct driver of perceived brand value. A research model is validated by a large-scale online survey. Using a real promotional campaign for a popular consumer good (Procter & Gamble’s Pringles), the authors create an advergame for one of the most popular mobile SNSs in Japan. The results from structural equation modeling corroborate all hypothesized relationships. This article closes with some theoretical and managerial implications, as well as recognition of important limitations.

AB - Advergames are a form of branded entertainment that feature advertising messages, logos, and trade characters in a game format. This paper reports a preliminary examination on the effects of an advergame on perceived brand value in a context of mobile social networking sites (SNSs). Drawn upon categorization theory, the study posits that, while mobile SNS engagement stimulates electronic word-of-mouth (eWOM) intention among game players, perceived brand-game fit also drives eWOM intention, which in turn positively affects perceived brand value. Furthermore, perceived brand-game fit is contemplated to be a direct driver of perceived brand value. A research model is validated by a large-scale online survey. Using a real promotional campaign for a popular consumer good (Procter & Gamble’s Pringles), the authors create an advergame for one of the most popular mobile SNSs in Japan. The results from structural equation modeling corroborate all hypothesized relationships. This article closes with some theoretical and managerial implications, as well as recognition of important limitations.

KW - Advergaming

KW - Adoption

KW - Mobile marketing

KW - SOCIAL NETWORKING SITES

KW - electronic word-of-mouth

U2 - 10.1016/j.chb.2011.08.013

DO - 10.1016/j.chb.2011.08.013

M3 - Article

SN - 0747-5632

VL - 28

SP - 78

EP - 86

JO - COMPUTERS IN HUMAN BEHAVIOR

JF - COMPUTERS IN HUMAN BEHAVIOR

IS - 1

ER -