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The impact of advertising value of in-game pop-up ads in online gaming on gamers� inspiration: An empirical investigation

Abbasi, A.Z. and Rehman, U. and Hussain, A. and Ting, D.H. and Islam, J.U. (2021) The impact of advertising value of in-game pop-up ads in online gaming on gamers� inspiration: An empirical investigation. Telematics and Informatics, 62 .

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Official URL: https://www.scopus.com/inward/record.uri?eid=2-s2....

Abstract

In online gaming, pop-up ads are effective advertising strategies with a high conversion rate. Businesses are actively using pop-up ads in online games for advertising. However, research into the advertising value of pop-up ads and its effect on gamers� inspiration states remains scarce. This study aims to deepen our understanding of the value of in-game pop-up ads by applying the Ducoffe advertising value model. Specifically, we investigated the factors that determine the advertising value of gamers� inspired-by state and its resultant impact on the inspired-to state. Based on survey data of 321 online game players, the proposed conceptual model was tested using the Partial Least Squares (PLS) method. This study shows that incentives, entertainment, credibility, personalization, and irritation significantly impact the advertising value associated with online game pop-up ads. Additionally, this study empirically proves that the advertising value of in-game pop-up ads positively derives the inspired-by state, which in turn determines gamers� inspired-to state. Beyond theoretical significance, this study offers several practical implications for advertising platforms and advertisers who want to attract gamers using pop-up ads. © 2021 Elsevier Ltd

Item Type:Article
Impact Factor:cited By 1
Uncontrolled Keywords:Least squares approximations; Online systems; Social networking (online), Advertising strategy; Conceptual model; Empirical investigation; High conversions; On-line games; On-line gaming; Partial least square (PLS); Personalizations, Marketing
ID Code:23874
Deposited By: Ms Sharifah Fahimah Saiyed Yeop
Deposited On:19 Aug 2021 13:25
Last Modified:19 Aug 2021 13:25

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