TY - JOUR
T1 - Moving beyond the content
T2 - The role of contextual cues in the effectiveness of gamification of advertising
AU - Sreejesh, S.
AU - Ghosh, Tathagata
AU - Dwivedi, Yogesh K.
N1 - Publisher Copyright:
© 2021 Elsevier Inc.
PY - 2021/8
Y1 - 2021/8
N2 - Extant studies in the domain of gamification of advertising examine the effects of content-driven factors (i.e., game and brand characteristics) of online games on consumer behavior. However, they mostly overlook the role of important contextual cues such as access platform (online channel to access these games) and gaming device. Effects of these cues on consumer behavior are examined in three experimental studies. Study 1 examines a 2 (access platform) × 2 (gaming device: mobile phone vs. PC) effect on brand memory. Study 2 investigates the role of elaboration likelihood (high vs. low) in improving brand memory in a poor scenario (brand website + mobile phone). Study 3 examines the interaction effects of these contextual factors on brand attitude mediated by consumers’ flow experience. These studies find that the interaction between access platform and gaming devices differentially affects brand attitude and memory of the consumers. Moreover, consumers’ engagement and flow experience are found to mediate the effects of these contextual factors on brand memory and brand attitude respectively.
AB - Extant studies in the domain of gamification of advertising examine the effects of content-driven factors (i.e., game and brand characteristics) of online games on consumer behavior. However, they mostly overlook the role of important contextual cues such as access platform (online channel to access these games) and gaming device. Effects of these cues on consumer behavior are examined in three experimental studies. Study 1 examines a 2 (access platform) × 2 (gaming device: mobile phone vs. PC) effect on brand memory. Study 2 investigates the role of elaboration likelihood (high vs. low) in improving brand memory in a poor scenario (brand website + mobile phone). Study 3 examines the interaction effects of these contextual factors on brand attitude mediated by consumers’ flow experience. These studies find that the interaction between access platform and gaming devices differentially affects brand attitude and memory of the consumers. Moreover, consumers’ engagement and flow experience are found to mediate the effects of these contextual factors on brand memory and brand attitude respectively.
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U2 - 10.1016/j.jbusres.2021.04.007
DO - 10.1016/j.jbusres.2021.04.007
M3 - Article
AN - SCOPUS:85104400127
SN - 0148-2963
VL - 132
SP - 88
EP - 101
JO - Journal of Business Research
JF - Journal of Business Research
ER -
