Effects of In-game Advertising on Gamers’ Responses
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Abstract
This research was a 2 x 2 factorial designed, experimental study. The objectives of this study were to examine the main and the interaction effects of congruity of product placement (i.e., high and low congruity) and product involvement (i.e., high and low involvement products) on gamers’ attitude toward the brand. The experiment was conducted in April 2018. One hundred and forty-three undergraduate students at Chulalongkorn University were served as the experimental participants. The results presented that congruity of product placement had main effects on gamers’ recall and purchase intention. Moreover, product involvement had main effects on gamers’ recall. However, the interaction effects of congruity of product placement and product involvement on gamers’ responses were not significantly found.
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