This paper examines the practice of advertising within the space of digital games. Additionally it anticipates the future development of advertising within the interactive entertainment spaces. A future that holds possibilities as varied as actual game sponsorship, product placement and brand integration within games, or cross promotional opportunities between digital games and other forms of e...

Creating and maintaining customer loyalty are strategic requirements for modern business. In the current competitive context, product quality, and brand experience are crucial in building and maintaining customer loyalty. Consumer loyalty, which may be classified into cognitive loyalty and affective loyalty, is related to customers' quality perception. Cue utilization theory distinguishes two d...

The present study was conducted in order to establish the main relationships between gender and financial status on indicators influencing purchase of a mobile operator. Basic for measuring consumer behavior are derived, applying analysis variations, ANOVA, correlation analyses check strength influence. According results statistical data processing, two groups were identified: most favorable gr...

The relation between script complexity and commercial memorability was assessed using scripts and field data from a copytesting firm. The scripts were coded using the Flesch Reading Ease Formula. In Study 1 (field study), regression analyses revealed that complexity contributes independently (negatively) to advertising recall and recognition (controlling for executional variables). In Study 2, ...

The role of the mobile terminal in advertising and marketing has attached increasing attention, but the traditional advertising acceptance model does not consider how the characteristics of mobile Internet advertising affect consumer attitudes and decision-making. Based on the technology acceptance model (TAM) and the characteristics of groups of college students, a research model of college st...

With a substantial amount of resources being spent on online advertising, examining the effectiveness of online advertising is now an important subject for scholarly investigation. Cross-product integration has become a source of market advantage and a strategic necessity for online advertising. The issue of product integration has not been sufficiently researched in the online advertising effe...

2 INTRODUCTION User generated content (UGC) is the cornerstone of social and online marketing. However, the key challenge for online marketers to leverage UGC is to encourage users to generate more quality content. To overcome this burden, practitioners have started to use video game concepts such as badges, leaderboard, and points to encourage users, under the umbrella of an approach called Ga...

We demonstrate that matching ad format to a consumer’s mode of information processing enhances advertising effectiveness. Relative to noncomparative ads, comparative ads are more effective when consumers use analytical processing. Conversely, noncomparative ads are more effective than comparative ads when consumers use imagery processing. When ad format is compatible with processing mode, infor...