Publication
Title
When and why is perceived congruity important for in-game advertising in fantasy games?
Author
Abstract
The present study investigates how the perceived congruity (the perceived level of fit between the execution of the in-game ad and the game environment) of in-game advertising (IGA) in fantasy games affects both players' attitude towards the IGA and their play intention of the fantasy game in which it is embedded, and how these effects are moderated by perceived IGA interactivity. An experimental study with actual fantasy game players (N = 619) following a 2 (Congruent IGA − Incongruent IGA) × 2 (Interactive IGA Non-interactive IGA) between-subjects design was conducted. The results indicate that the perceived congruity of IGA reduces the perceived intrusiveness of the IGA and positively contributes to the perceived realism of the fantasy game. Intrusiveness and realism, in turn, influence players attitude towards the IGA and their play intention of the fantasy game. Whilst the positive effect of perceived congruity through intrusiveness is reinforced by the perceived interactivity of the IGA, the effect of perceived congruity through realism is attenuated by perceived interactivity.
Language
English
Source (journal)
Computers in human behavior. - Elmsford, N.Y.
Publication
Elmsford, N.Y. : 2016
ISSN
0747-5632
Volume/pages
64(2016), p. 871-880
ISI
000384775200085
Full text (Publisher's DOI)
Full text (open access)
The author-created version that incorporates referee comments and is the accepted for publication version Available from 13.08.2018
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 23.08.2016
Last edited 09.06.2017
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