The influence of advergames on consumers' attitudes and behaviour: An empirical study among young consumers

M.K.J. Waiguny, R. Terlutter, M.E. Zaglia

Publikation: Beitrag in FachzeitschriftArtikelBegutachtung

Abstract

Companies are increasingly making use of advergames. Advergames are regarded as innovative tools for relationship building with the customer, which are suitable for both existing and new products, for both established companies and business start-ups. This paper investigates the influences of advergames on consumers' brand attitudes and behaviour intentions. As most of the current advergames target children, this study reports on findings from an experiment conducted with 97 school pupils aged between nine and 12. Implications of the use of advergames; e.g., for launching new products, public policy issues and selected limitations will be discussed. This research can be considered highly innovative since hardly any studies exist, which have analysed the effects of advergames on existing consumer attitudes. No single study has shown the influence on behaviour, and finally, this study has been applied in the special context of young consumers. © 2011 Inderscience Enterprises Ltd.
OriginalspracheEnglisch
Seiten (von - bis)231-247
Seitenumfang17
FachzeitschriftInternational Journal of Entrepreneurial Venturing
Jahrgang3
Ausgabenummer3
DOIs
PublikationsstatusVeröffentlicht - Juli 2011
Extern publiziertJa

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