Title
The impact of social setting on the recall and recognition of in-game advertising The impact of social setting on the recall and recognition of in-game advertising
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Publication type
article
Publication
Elmsford, N.Y. ,
Subject
Psychology
Mass communications
Computer. Automation
Source (journal)
Computers in human behavior. - Elmsford, N.Y.
Volume/pages
53(2015) , p. 544-555
ISSN
0747-5632
ISI
000361921100056
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
The current paper contributes to the study of in-game advertising (IGA) effectiveness by investigating the 24 impact of social setting on brand awareness (i.e. brand recall and recognition) in a digital game context. 25 An experiment (N = 121) was conducted in which participants played a digital game containing IGA in 26 various social conditions. Results show that a persons social environment has a significant influence 27 on brand awareness and that this effect can be primarily attributed to two factors: social presence (i.e. 28 the awareness of and interaction with another person) and player interactivity (i.e. the ability to actively 29 control a digital game). Playing in a social setting seems to have a negative influence on the recall and 30 recognition of IGA, with other people serving as a distracting factor. Watching while others play a digital 31 game, however, has a positive impact on brand awareness.
E-info
https://repository.uantwerpen.be/docman/iruaauth/bf0c9e/b221ef5f990.pdf
Full text (open access)
https://repository.uantwerpen.be/docman/irua/738c42/9090.pdf
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