Matches in SemOpenAlex for { <https://semopenalex.org/work/W3136532609> ?p ?o ?g. }
Showing items 1 to 64 of
64
with 100 items per page.
- W3136532609 endingPage "117" @default.
- W3136532609 startingPage "105" @default.
- W3136532609 abstract "Text and display ads are very common formats of online advertisement. Application of advergames is a comparatively new strategy to create online ads to grab attention of online consumers. Advergames are computer games explicitly created to function as advertisements to promote various brands, where the content is integrated into the advertisement like traditional games. Published literature states that positive attitude of users toward online games is influenced by enjoyment and engagement levels of the game. In addition, many studies indicate that persuasion is influenced by engagement and enjoyment. As advergames are applying the strategies of gamification, considerations of enjoyment, engagement and persuasion are also important for designing advergames. Therefore, the current study examines the effect of types of advertisement (text vs. display vs. advergames) on the persuasive response toward online advertisement considering enjoyment and engagement of the advertisement as causative factors. In this study, three stimuli of online advertisements (text, display and advergames) were made. Enjoyment, engagement and persuasion were measured using questionnaire. This study was conducted on randomly assigned design students (Mean age = 23.65; SD age = 2.26; Male/Female = 2.4; age range = 18–26 years) who are looking for internship opportunities on online platforms. Results of this study showed that there is significant difference in persuasive response toward online advertisement due to advergames. Similar changes were also observed in case of enjoyment and engagement. Therefore, it can be concluded that advergames are beneficial for online advertising as compared to text and display advertisements. Thus, consumers would like to go for advergames due to its engaging and enjoyable nature." @default.
- W3136532609 created "2021-03-29" @default.
- W3136532609 creator A5017439308 @default.
- W3136532609 creator A5042214573 @default.
- W3136532609 creator A5053337409 @default.
- W3136532609 date "2021-01-01" @default.
- W3136532609 modified "2023-09-23" @default.
- W3136532609 title "Advergames Are More Persuasive Among Different Online Advertisements" @default.
- W3136532609 cites W1555512354 @default.
- W3136532609 cites W1606333164 @default.
- W3136532609 cites W1760600194 @default.
- W3136532609 cites W1967364341 @default.
- W3136532609 cites W1971833184 @default.
- W3136532609 cites W2014510096 @default.
- W3136532609 cites W2023505872 @default.
- W3136532609 cites W2073448073 @default.
- W3136532609 cites W2088031622 @default.
- W3136532609 cites W2091465258 @default.
- W3136532609 cites W2147156975 @default.
- W3136532609 cites W2162688250 @default.
- W3136532609 cites W2170395719 @default.
- W3136532609 cites W2334894004 @default.
- W3136532609 cites W2412552948 @default.
- W3136532609 cites W2553991776 @default.
- W3136532609 cites W4255441728 @default.
- W3136532609 doi "https://doi.org/10.1007/978-981-15-9054-2_12" @default.
- W3136532609 hasPublicationYear "2021" @default.
- W3136532609 type Work @default.
- W3136532609 sameAs 3136532609 @default.
- W3136532609 citedByCount "2" @default.
- W3136532609 countsByYear W31365326092023 @default.
- W3136532609 crossrefType "book-chapter" @default.
- W3136532609 hasAuthorship W3136532609A5017439308 @default.
- W3136532609 hasAuthorship W3136532609A5042214573 @default.
- W3136532609 hasAuthorship W3136532609A5053337409 @default.
- W3136532609 hasConcept C112698675 @default.
- W3136532609 hasConcept C144133560 @default.
- W3136532609 hasConcept C15744967 @default.
- W3136532609 hasConcept C2781310500 @default.
- W3136532609 hasConcept C77805123 @default.
- W3136532609 hasConceptScore W3136532609C112698675 @default.
- W3136532609 hasConceptScore W3136532609C144133560 @default.
- W3136532609 hasConceptScore W3136532609C15744967 @default.
- W3136532609 hasConceptScore W3136532609C2781310500 @default.
- W3136532609 hasConceptScore W3136532609C77805123 @default.
- W3136532609 hasLocation W31365326091 @default.
- W3136532609 hasOpenAccess W3136532609 @default.
- W3136532609 hasPrimaryLocation W31365326091 @default.
- W3136532609 hasRelatedWork W1545929000 @default.
- W3136532609 hasRelatedWork W2038586322 @default.
- W3136532609 hasRelatedWork W2075862633 @default.
- W3136532609 hasRelatedWork W2082477038 @default.
- W3136532609 hasRelatedWork W2139164233 @default.
- W3136532609 hasRelatedWork W2149414854 @default.
- W3136532609 hasRelatedWork W2189533231 @default.
- W3136532609 hasRelatedWork W2322046068 @default.
- W3136532609 hasRelatedWork W2756091567 @default.
- W3136532609 hasRelatedWork W2950432847 @default.
- W3136532609 isParatext "false" @default.
- W3136532609 isRetracted "false" @default.
- W3136532609 magId "3136532609" @default.
- W3136532609 workType "book-chapter" @default.