THE INFLUENCE OF INTERACTIVITY ON CONSUMER ATTITUDE OF ADVERTISING IN VIDEO GAMES

Alina SZUZ-POP (ghirvu) ()
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Alina SZUZ-POP (ghirvu): "Babes-Bolyai" University of Cluj-Napoca, Romania

The USV Annals of Economics and Public Administration, 2014, vol. 14, issue 1(19), 112-119

Abstract: Progress of new digital technologies has led to a new type of consumer, more dynamic and difficult to satisfy, which made the efficiency of the old promotion methods to decrease. Marketers who are looking for new ways to reach their audience found in online video games a reliable ally. Previous studies that have been conducted internationally showed that advertising through online games and delivering promotional messages in the virtual space mediated by Internet technology has a high degree of acceptance from the public. In Romania such studies are lacking , and this gap in the literature led to the need to study the potential that promoting in video game has on consumers from this market . In this paper we present some of the results of a larger quantitative research, which has investigated several aspects that influence consumer attitudes towards video games with advertising content, focusing on the factor with the most strongly impact - interactivity . The study used self-administered online questionnaire method to collect primary data that were further analyzed by descriptive statistical methods and factor analysis . The results revealed that in general the consummers from Romania have a positive attitude towards advertising presented in video games and the interactivity given by the game construction that allows the manipulation of branded objects during a play session has a direct and positive influence on the attitude.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:scm:usvaep:v:14:y:2014:i:1(19):p:112-119

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