| dc.description.abstract | Online-in game advertising (IGA) is now the most encouraging of every new
type of marketing. This study analyzes the impact of the match between a game and
advertising on the online IGA effect. 500 online game players were surveyed to the test.
The sample of 486 respondents (14 respondents from 500 did not meet the qualification
or refuse to answer) with high quality responses was used to analyze the effect of the
online IGA. The outcomes show positive and huge impacts of each of the three
coordinating measurements (congruity, integration, and prominence) on both interest in
and the purchase intentions of players for the IGA. In addition, players' interest has a
constructive outcome on their buy goals during playing. These findings have significant
implications and suggest areas for further research. Basically, there are many marketers
that classify in-game advertising as a” stealth marketing” (Kaikati, A. M. & Kaikati, J.
G. , 2004), most in-game advertisements are instead suitable for the actual out-door ads
in virtual. On the other hand, stealth marketing depend on word-of-mouth promotion,
in-game ads are always placed clearly for players to observe and consume themselves
while playing.
Keywords: in-game advertising, match, advertising effect
Paper type Research paper | en_US |
