Matches in SemOpenAlex for { <https://semopenalex.org/work/W2975348076> ?p ?o ?g. }
Showing items 1 to 96 of
96
with 100 items per page.
- W2975348076 endingPage "70" @default.
- W2975348076 startingPage "60" @default.
- W2975348076 abstract "The video game and virtual reality became a new way of doing marketing considering their growing popularity and the advances of new technologies in the past few decades. In this paper is presented a research that investigates the impact of product placement in video games on gamers’ decisions on the purchase of goods from advertised. This research is focused on two of the most played games nowadays: FIFA 19 and Final Fantasy XV. A survey with 465 respondents was conducted to understand the antecedents that impact the purchase decision considering the stimulus originated from the product placement. To conduct the survey, a framework was designed based in the extant literature reviewed and finally considering the constructs of product placement, quality of virtual reality, brand recognition, brand familiarity, emotional response and purchase frequency. The results of the study suggest that gamers generally respond positively towards product placement and that product placement can indirectly impact emotional responses that will impact on consumer’s purchase intention. Hence, advertising in the video game enhances brand recognition and the perception of virtual reality. The framework presented in this paper represents the theoretical contribution of this paper, relating different concepts in the theory of product placement to the purchase intention. Therefore, the findings on this paper can help managers to find the best way to reach customers by improving the product placement strategy in the video games." @default.
- W2975348076 created "2019-10-03" @default.
- W2975348076 creator A5017652456 @default.
- W2975348076 creator A5051422588 @default.
- W2975348076 date "2019-09-23" @default.
- W2975348076 modified "2023-10-14" @default.
- W2975348076 title "Product placement in computer/video games: an analysis of the impact on customers purchasing decision" @default.
- W2975348076 cites W145138337 @default.
- W2975348076 cites W1979824137 @default.
- W2975348076 cites W1987258130 @default.
- W2975348076 cites W1997670419 @default.
- W2975348076 cites W1999838077 @default.
- W2975348076 cites W2007500665 @default.
- W2975348076 cites W2033469757 @default.
- W2975348076 cites W2033530627 @default.
- W2975348076 cites W2052685698 @default.
- W2975348076 cites W2087077251 @default.
- W2975348076 cites W2160969678 @default.
- W2975348076 cites W2165760994 @default.
- W2975348076 cites W2299639491 @default.
- W2975348076 cites W2331040941 @default.
- W2975348076 cites W2483889435 @default.
- W2975348076 cites W2606304935 @default.
- W2975348076 cites W2910036946 @default.
- W2975348076 cites W4243667233 @default.
- W2975348076 cites W623187634 @default.
- W2975348076 cites W1997229148 @default.
- W2975348076 doi "https://doi.org/10.21511/im.15(3).2019.05" @default.
- W2975348076 hasPublicationYear "2019" @default.
- W2975348076 type Work @default.
- W2975348076 sameAs 2975348076 @default.
- W2975348076 citedByCount "4" @default.
- W2975348076 countsByYear W29753480762021 @default.
- W2975348076 countsByYear W29753480762023 @default.
- W2975348076 crossrefType "journal-article" @default.
- W2975348076 hasAuthorship W2975348076A5017652456 @default.
- W2975348076 hasAuthorship W2975348076A5051422588 @default.
- W2975348076 hasBestOaLocation W29753480761 @default.
- W2975348076 hasConcept C107457646 @default.
- W2975348076 hasConcept C112698675 @default.
- W2975348076 hasConcept C144133560 @default.
- W2975348076 hasConcept C15744967 @default.
- W2975348076 hasConcept C162853370 @default.
- W2975348076 hasConcept C169760540 @default.
- W2975348076 hasConcept C194969405 @default.
- W2975348076 hasConcept C2524010 @default.
- W2975348076 hasConcept C26760741 @default.
- W2975348076 hasConcept C2778813691 @default.
- W2975348076 hasConcept C2780586970 @default.
- W2975348076 hasConcept C2991781144 @default.
- W2975348076 hasConcept C3018412434 @default.
- W2975348076 hasConcept C33923547 @default.
- W2975348076 hasConcept C41008148 @default.
- W2975348076 hasConcept C49774154 @default.
- W2975348076 hasConcept C77805123 @default.
- W2975348076 hasConcept C90673727 @default.
- W2975348076 hasConceptScore W2975348076C107457646 @default.
- W2975348076 hasConceptScore W2975348076C112698675 @default.
- W2975348076 hasConceptScore W2975348076C144133560 @default.
- W2975348076 hasConceptScore W2975348076C15744967 @default.
- W2975348076 hasConceptScore W2975348076C162853370 @default.
- W2975348076 hasConceptScore W2975348076C169760540 @default.
- W2975348076 hasConceptScore W2975348076C194969405 @default.
- W2975348076 hasConceptScore W2975348076C2524010 @default.
- W2975348076 hasConceptScore W2975348076C26760741 @default.
- W2975348076 hasConceptScore W2975348076C2778813691 @default.
- W2975348076 hasConceptScore W2975348076C2780586970 @default.
- W2975348076 hasConceptScore W2975348076C2991781144 @default.
- W2975348076 hasConceptScore W2975348076C3018412434 @default.
- W2975348076 hasConceptScore W2975348076C33923547 @default.
- W2975348076 hasConceptScore W2975348076C41008148 @default.
- W2975348076 hasConceptScore W2975348076C49774154 @default.
- W2975348076 hasConceptScore W2975348076C77805123 @default.
- W2975348076 hasConceptScore W2975348076C90673727 @default.
- W2975348076 hasIssue "3" @default.
- W2975348076 hasLocation W29753480761 @default.
- W2975348076 hasLocation W29753480762 @default.
- W2975348076 hasOpenAccess W2975348076 @default.
- W2975348076 hasPrimaryLocation W29753480761 @default.
- W2975348076 hasRelatedWork W2040407859 @default.
- W2975348076 hasRelatedWork W2081103842 @default.
- W2975348076 hasRelatedWork W2109617471 @default.
- W2975348076 hasRelatedWork W2120879676 @default.
- W2975348076 hasRelatedWork W2581727463 @default.
- W2975348076 hasRelatedWork W2779851879 @default.
- W2975348076 hasRelatedWork W2975348076 @default.
- W2975348076 hasRelatedWork W4231633589 @default.
- W2975348076 hasRelatedWork W4243111846 @default.
- W2975348076 hasRelatedWork W4283715373 @default.
- W2975348076 hasVolume "15" @default.
- W2975348076 isParatext "false" @default.
- W2975348076 isRetracted "false" @default.
- W2975348076 magId "2975348076" @default.
- W2975348076 workType "article" @default.