Publication
Title
Play buddies or space invaders? Players' attitudes towards in-game advertising
Author
Abstract
This article investigates beliefs that players of digital games hold toward the practice of in-game advertising (IGA), referred to as attitudes toward in-game advertising (AttIGA). The hedonic nature of IGA is the strongest, positive predictor of AttIGA. Beliefs about IGA as a means to lower games prices contribute positively, and beliefs about fostering materialism contribute negatively to AttIGA. Further, the relative importance of the belief factors determining AttIGA relates to the playing frequency of role-playing games and racing games. The results contribute to theory building and practical considerations of digital games as an important yet underutilized advertising medium.
Language
English
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Publication
Clemson, S.C. : 2013
ISSN
0091-3367 [print]
1557-7805 [online]
Volume/pages
42:2-3(2013), p. 204-218
ISI
000318981900009
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 15.07.2013
Last edited 04.10.2017
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