Skip to main content
Top

2020 | OriginalPaper | Chapter

Understanding How Advertising Gamification Influences Consumers: The Effect of Image Experience and Interactivity

Authors : Yunbo Chen, Huijie Yao

Published in: Advances in Human Factors in Communication of Design

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

In recent years, advertising gamification has considerably evolved as an approach to increase consumer engagement and motivation. Given the continuous development of game interactivity and the multi-dimensional technology, the potential of advertising gamification still needs to be fully understood. The aim of this study is to investigate how advertising gamification influence consumers’ advertising attitude, brand image and brand attitude by looking into the effect of different image experience (2D/3D) and interactivity (interactive/non-interactive). This paper conducts an experiment (N = 40) among young people aged 20–26 years old to compare the effects of advertisements. The main effects are significant, which provide strong evidence of how an interactive gamified experience and higher media image experience can increase advertising attitude, brand image and brand attitude, and provide new insights about the effectiveness of several game mechanics. Ultimately, we can also explore the importance of interactive design in the process of advertising gamification and the possibility of its application in the fields of AR.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Literature
1.
go back to reference Deterding, S.: Gamification: designing for motivation. Interacts. J. 19(4), 14–17 (2012)CrossRef Deterding, S.: Gamification: designing for motivation. Interacts. J. 19(4), 14–17 (2012)CrossRef
2.
go back to reference Malone, T.W.: What makes things fun to learn? A study of intrinsically motivating computer games. J. Pipeline 6 (1981) Malone, T.W.: What makes things fun to learn? A study of intrinsically motivating computer games. J. Pipeline 6 (1981)
4.
go back to reference Chia-Lin, H., Mu-Chen, C.: How gamification marketing activities motivate desirable consumer behaviors: focusing on the role of brand love. J. Comput. Hum. Behav 88, 121–133 (2018)CrossRef Chia-Lin, H., Mu-Chen, C.: How gamification marketing activities motivate desirable consumer behaviors: focusing on the role of brand love. J. Comput. Hum. Behav 88, 121–133 (2018)CrossRef
5.
go back to reference Yang-jing, Li-xianguo, Wang-chao.: The Influence of the Frequency of Game Placement on the Effect of Brand Placement – Based on the Moderating Effect of Game Involvement and Interactivity. J. China Soft Sci. 10 (2016) Yang-jing, Li-xianguo, Wang-chao.: The Influence of the Frequency of Game Placement on the Effect of Brand Placement – Based on the Moderating Effect of Game Involvement and Interactivity. J. China Soft Sci. 10 (2016)
6.
go back to reference Terlutter, R., Capella, M.L.: The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. J. Advertising 42(2–3), 95–112 (2013)CrossRef Terlutter, R., Capella, M.L.: The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. J. Advertising 42(2–3), 95–112 (2013)CrossRef
7.
go back to reference Cohen, J.: Audience identification with media characters. Psychol. Entertain. J. 1, 183–197 (2016) Cohen, J.: Audience identification with media characters. Psychol. Entertain. J. 1, 183–197 (2016)
9.
go back to reference Crowcroft, J., et al.: Convergence of interactive displays with smart mobile devices for effective advertising: a survey. J. ACM Trans. Multimedia Comput. Commun. Appl. 10(2), 1–16 (2014)CrossRef Crowcroft, J., et al.: Convergence of interactive displays with smart mobile devices for effective advertising: a survey. J. ACM Trans. Multimedia Comput. Commun. Appl. 10(2), 1–16 (2014)CrossRef
10.
go back to reference Li, H., Daugherty, T., Biocca, F.: Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence. J. Advertising 31(3), 43–57 (2002)CrossRef Li, H., Daugherty, T., Biocca, F.: Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence. J. Advertising 31(3), 43–57 (2002)CrossRef
11.
go back to reference Logan, K.: And now a word from our sponsor: do consumers perceive advertising on traditional television and online streaming video differently? J. Mark. Commun. 19(4), 258–276 (2013)CrossRef Logan, K.: And now a word from our sponsor: do consumers perceive advertising on traditional television and online streaming video differently? J. Mark. Commun. 19(4), 258–276 (2013)CrossRef
12.
go back to reference Edwards, S.M., Li, H., Lee, J.H.: Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads. J. Advertising 31(3), 83–95 (2002)CrossRef Edwards, S.M., Li, H., Lee, J.H.: Forced exposure and psychological reactance: antecedents and consequences of the perceived intrusiveness of pop-up ads. J. Advertising 31(3), 83–95 (2002)CrossRef
13.
go back to reference Coyle, J.R., Thorson, E.: The effects of progressive levels of interactivity and vividness in web marketing sites. J. Advertising 30(3), 65–77 (2001)CrossRef Coyle, J.R., Thorson, E.: The effects of progressive levels of interactivity and vividness in web marketing sites. J. Advertising 30(3), 65–77 (2001)CrossRef
14.
go back to reference Campbell, D.E., Wright, R.T.: Understanding the role of relevance and interactivity on customer attitudes. J. Electron. Commer. Res. 9, 62–76 (2008) Campbell, D.E., Wright, R.T.: Understanding the role of relevance and interactivity on customer attitudes. J. Electron. Commer. Res. 9, 62–76 (2008)
15.
go back to reference Van Kerrebroeck, H., Brengman, M., Willems, K.: When brands come to life: experimental research on the vividness effect of virtual reality in transformational marketing communications. J. Virtual Reality 21, 177–191 (2017)CrossRef Van Kerrebroeck, H., Brengman, M., Willems, K.: When brands come to life: experimental research on the vividness effect of virtual reality in transformational marketing communications. J. Virtual Reality 21, 177–191 (2017)CrossRef
16.
go back to reference Johanna, R., Ralf, T., Stefano, T.: The same video game in 2D, 3D or virtual reality - how does technology impact game evaluation and brand placements? J. PLOS ONE 13(7), e0200724 (2018)CrossRef Johanna, R., Ralf, T., Stefano, T.: The same video game in 2D, 3D or virtual reality - how does technology impact game evaluation and brand placements? J. PLOS ONE 13(7), e0200724 (2018)CrossRef
17.
go back to reference Jin, S.: Social Psychology. Higher Education Press, Beijing (2010) Jin, S.: Social Psychology. Higher Education Press, Beijing (2010)
18.
go back to reference Asch, S.E.: Forming impressions of personality. J. Abnorm. Soc. Psychol. 4, 303–314 (1946) Asch, S.E.: Forming impressions of personality. J. Abnorm. Soc. Psychol. 4, 303–314 (1946)
19.
go back to reference Beuckels, E., Hudders, L.: An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context. J. Retail. Consum. Serv. 33, 135–142 (2016)CrossRef Beuckels, E., Hudders, L.: An experimental study to investigate the impact of image interactivity on the perception of luxury in an online shopping context. J. Retail. Consum. Serv. 33, 135–142 (2016)CrossRef
20.
go back to reference Choi, Y.K., Taylor, C.R.: How do 3-dimensional images promote products on the internet? J. Bus. Res. 67(10), 2164–2170 (2014)CrossRef Choi, Y.K., Taylor, C.R.: How do 3-dimensional images promote products on the internet? J. Bus. Res. 67(10), 2164–2170 (2014)CrossRef
21.
go back to reference Spears, N., Singh, S.N.: Measuring attitude toward the brand and purchase intentions. J. Curr. Issues Res. Advertising (CTC Press) 26(2), 53–66 (2004)CrossRef Spears, N., Singh, S.N.: Measuring attitude toward the brand and purchase intentions. J. Curr. Issues Res. Advertising (CTC Press) 26(2), 53–66 (2004)CrossRef
22.
go back to reference Mitchell, A.A., Olson, J.C.: Are product beliefs the only mediator of advertising effect on brand attitude? J. Mark. Res. 18, 318–332 (1981)CrossRef Mitchell, A.A., Olson, J.C.: Are product beliefs the only mediator of advertising effect on brand attitude? J. Mark. Res. 18, 318–332 (1981)CrossRef
23.
go back to reference Anand, P., Sternthal, B.: Ease of message processing as a moderator of repetition effects in advertising. J. Mark. Res. 17(August), 345–353 (1990)CrossRef Anand, P., Sternthal, B.: Ease of message processing as a moderator of repetition effects in advertising. J. Mark. Res. 17(August), 345–353 (1990)CrossRef
Metadata
Title
Understanding How Advertising Gamification Influences Consumers: The Effect of Image Experience and Interactivity
Authors
Yunbo Chen
Huijie Yao
Copyright Year
2020
DOI
https://doi.org/10.1007/978-3-030-20500-3_8

Premium Partners