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The effectiveness of in-game adverti...

Herrewijn, Laura.

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The effectiveness of in-game advertising: The role of ad format, game context and player involvement.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The effectiveness of in-game advertising: The role of ad format, game context and player involvement./
Author:	Herrewijn, Laura.
Description:	243 p.
Notes:	Source: Dissertation Abstracts International, Volume: 76-10(E), Section: A.
Contained By:	Dissertation Abstracts International76-10A(E).
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3663373
ISBN:	9781321918939

The effectiveness of in-game advertising: The role of ad format, game context and player involvement.
Herrewijn, Laura.

The effectiveness of in-game advertising: The role of ad format, game context and player involvement. - 243 p.

Source: Dissertation Abstracts International, Volume: 76-10(E), Section: A.

Thesis (Ph.D.)--Universiteit Antwerpen (Belgium), 2015.

This item must not be sold to any third party vendors.

No other entertainment sector has experienced the same explosive growth as the digital game industry. From the 1970s onwards, digital games have evolved from a pastime predominantly favored by adolescent males into a mainstream medium that is enjoyed by both genders and by any age group. As a result, the advertising industry has taken an interest in the incorporation of their advertisements in digital games, believing they may be suitable vehicles for the reaching of their target markets. The goal of the doctoral study is to combine insights from both digital gaming and advertising literature and shed more light on the effectiveness of in-game advertising. More specifically, it elaborates on the influence of several aspects of the context in which a digital game is played (i.e. the game context) and the player's subjective experiences in response to this context, with a focus on player involvement. To this purpose, three experimental studies were set up. The first experiment investigates the impact of the social setting in which a digital game is played, the second experiment examines the effect of the control mechanisms that are used to play a game, and the third experiment analyzes the influence of the story that has been woven into a game. Additionally, the experimental studies also make use of different types of game platforms, games, in-game advertisements and brands. The results of the studies ultimately contribute to the knowledge of when, how, and in which games advertising can be incorporated in order to achieve digital games' full potential as an advertising medium, taking into account all parties involved (i.e. advertisers, game companies and gamers). Finally, the dissertation is able to formulate specific implications and recommendations for both future academic research and the industry.

ISBN: 9781321918939Subjects--Topical Terms:

524709
Communication.

The effectiveness of in-game advertising: The role of ad format, game context and player involvement.
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245 1 4 $a The effectiveness of in-game advertising: The role of ad format, game context and player involvement.
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500 $a Source: Dissertation Abstracts International, Volume: 76-10(E), Section: A.
500 $a Adviser: Karolien Poels.
502 $a Thesis (Ph.D.)--Universiteit Antwerpen (Belgium), 2015.
506 $a This item must not be sold to any third party vendors.
506 $a This item must not be added to any third party search indexes.
520 $a No other entertainment sector has experienced the same explosive growth as the digital game industry. From the 1970s onwards, digital games have evolved from a pastime predominantly favored by adolescent males into a mainstream medium that is enjoyed by both genders and by any age group. As a result, the advertising industry has taken an interest in the incorporation of their advertisements in digital games, believing they may be suitable vehicles for the reaching of their target markets. The goal of the doctoral study is to combine insights from both digital gaming and advertising literature and shed more light on the effectiveness of in-game advertising. More specifically, it elaborates on the influence of several aspects of the context in which a digital game is played (i.e. the game context) and the player's subjective experiences in response to this context, with a focus on player involvement. To this purpose, three experimental studies were set up. The first experiment investigates the impact of the social setting in which a digital game is played, the second experiment examines the effect of the control mechanisms that are used to play a game, and the third experiment analyzes the influence of the story that has been woven into a game. Additionally, the experimental studies also make use of different types of game platforms, games, in-game advertisements and brands. The results of the studies ultimately contribute to the knowledge of when, how, and in which games advertising can be incorporated in order to achieve digital games' full potential as an advertising medium, taking into account all parties involved (i.e. advertisers, game companies and gamers). Finally, the dissertation is able to formulate specific implications and recommendations for both future academic research and the industry.
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