Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising

S. Sreejesh, Tathagata Ghosh and Yogesh K. Dwivedi

Journal of Business Research, 2021, vol. 132, issue C, 88-101

Abstract: Extant studies in the domain of gamification of advertising examine the effects of content-driven factors (i.e., game and brand characteristics) of online games on consumer behavior. However, they mostly overlook the role of important contextual cues such as access platform (online channel to access these games) and gaming device. Effects of these cues on consumer behavior are examined in three experimental studies. Study 1 examines a 2 (access platform) × 2 (gaming device: mobile phone vs. PC) effect on brand memory. Study 2 investigates the role of elaboration likelihood (high vs. low) in improving brand memory in a poor scenario (brand website + mobile phone). Study 3 examines the interaction effects of these contextual factors on brand attitude mediated by consumers’ flow experience. These studies find that the interaction between access platform and gaming devices differentially affects brand attitude and memory of the consumers. Moreover, consumers’ engagement and flow experience are found to mediate the effects of these contextual factors on brand memory and brand attitude respectively.

Keywords: Access platform; Brand memory; Brand attitude; Gaming device; In-game advertising (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296321002459
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:132:y:2021:i:c:p:88-101

DOI: 10.1016/j.jbusres.2021.04.007

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().