文章基本信息

标题：Effects of Game-Product Congruence on Game-Players’ Brand Attitude in Mobile Games: A Review
本地全文：下载
作者：Yuan-Kai Toh ; Haslinda Hashim ; Yuhanis Abdul Aziz 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2019
卷号：9
期号：4
页码：135-146
DOI：10.6007/IJARBSS/v9-i4/5830
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Advertising is a marketing communication tool used by marketers to convey their brand messages to targeted consumers. Over the years, the effectiveness of traditional advertising has greatly diminished due to the clutter of advertisements that impede consumers’ ability to process and retain advertising messages. As such, marketers are always seeking creative advertising strategies such as product placements, to capture consumers’ attention and break away from the clutter of advertising messages. In the era of digital technology, product placements are no longer restricted to traditional entertainment medium such as reality TV shows or movies. Thanks to innovations in smartphone and digital gaming technologies, the use of mobile games as an advertising platform has also become a reality in recent years. As a relatively new phenomenon, there are ample research opportunities on product and brand placements in mobile games since many areas have not yet been fully explored. Furthermore, several past studies examining the influence of different product placement strategies on advertising effectiveness have reported mixed findings thereby suggesting the need for further research. The findings of these studies are expected to provide valuable insights to the academic community as well as marketing practitioners considering mobile games as an alternative medium to advertise and promote their brands.