Do pop-up ads in online videogames influence children�s inspired-to behavior?

Abbasi, A.Z. and Rehman, U. and Ting, D.H. and Quraishi, M.A. (2022) Do pop-up ads in online videogames influence children�s inspired-to behavior? Young Consumers, 23 (3). pp. 362-381.

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Abstract

Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads � appearing on the screen that interrupts children�s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children�s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children�s inspired-to behavior. Design/methodology/approach: Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Findings: Results showed that perceived irritation and incentives of pop-up ads do not affect children�s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children�s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value: This study contributes to children�s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior. © 2021, Emerald Publishing Limited.

Item Type: Article
Impact Factor: cited By 0
Depositing User: Ms Sharifah Fahimah Saiyed Yeop
Date Deposited: 26 Jul 2022 08:19
Last Modified: 26 Jul 2022 08:19
URI: http://scholars.utp.edu.my/id/eprint/33356

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