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- W3082743295 abstract "Due to proliferation of media and platforms it is becoming increasingly difficult formarketers to reach and engage consumers using traditional forms of mass mediasuch as advertising. Marketers are turning to alternate forms of communication,such as brand placement in videogames as the games industry continues to grow.To date academic research appears inconclusive in terms of validating the use ofvideogames as a promotional tool. Moreover, there is a lack of empirical evidenceconcerning the effects on consumers and brands of marketing messages in thevideogame environment.This aim of this study was to investigate whether exposure to brand placementaffects unknown brand likeability as a result of mere exposure for game players andgame watchers in videogames. The study adopted a quasi-experiment betweengroup design, with a Control, Watch Group and Play Group (300 participants in total)and a post exposure questionnaire. Results suggest some support a mere exposureeffect which is that a frequently presented brand placement in a videogame canhave a positive effect on players and watchers’ brand attitudes, although they donot recall the brand.This is the first empirical study to investigate brand placement and mere exposureeffects in videogames. Theoretically, the study contributes to knowledge concerningbrand placement processing in videogames and builds on the existing paradigms ofMEE, low-involvement processing, implicit and explicit processing and brandattitude formation. For game developers and brand owners, the study hasimplications for marketing communications strategy, and graphic design elementsfor the placements, design of videogames and the most effective position forplacements in a game." @default.
- W3082743295 created "2020-09-08" @default.
- W3082743295 creator A5016228037 @default.
- W3082743295 date "2019-01-01" @default.
- W3082743295 modified "2023-09-27" @default.
- W3082743295 title "Testing the Mere Exposure Effect inVideogaming" @default.
- W3082743295 hasPublicationYear "2019" @default.
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