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Title
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The impact of social setting on the recall and recognition of in-game advertising
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Author
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Abstract
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| 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. |
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Language
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English
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Source (journal)
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Computers in human behavior. - Elmsford, N.Y., 1985, currens
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Publication
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Elmsford, N.Y.
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2015
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ISSN
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0747-5632
[print]
1873-7692
[online]
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DOI
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10.1016/J.CHB.2014.06.012
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Volume/pages
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53
(2015)
, p. 544-555
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ISI
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000361921100056
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Full text (Publisher's DOI)
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Full text (open access)
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Full text (publisher's version - intranet only)
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