IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxivy2021i2bp515-537.html
   My bibliography  Save this article

The Impact of Advertisements Placement in the Computer Game on the Effectiveness of Social Campaign Messages

Author

Listed:
  • Anna Borawska
  • Konrad Biercewicz
  • Mariusz Borawski
  • Jaroslaw Duda

Abstract

Purpose: The article focuses on two aspects, spatial location of advertisements and the engagement of the player during the gameplay and investigates, how they influence the effectiveness of advertising in the context of social campaign. Design/Methodology/Approach: The analyses are conducted based on data collected in the survey and recorded by EEG and eye-tracker devices. Findings: The results obtained for the memorization may indicate that message order (first or last) in a sequence of advertisements has major bearing on attention and recall. The computed outcomes of engagement indices show that, depending on the method of calculation, obtained results can differ. Moreover, research with the use of eye-tracking devices can allow for accurate predictions of advertising effectiveness, at least in terms of recall. Results allow to state that it would be recommended to place social advertisements in such spots where the player has less to do and is not distracted by any tasks required to achieve progress in the game. Practical Implications: The proposed solution of testing the effectiveness of computer games in presenting social campaigns messages can be used both by pracitioners that develop such campaigns and by scientists aiming to conduct advertising reserch. Originality/Value: Taking into account data from two different sources allows to capture both conscious and subconscious opinions about the social advertsising message in the game, which shows the comprehensive image of the advertisement’s effectiveness.

Suggested Citation

  • Anna Borawska & Konrad Biercewicz & Mariusz Borawski & Jaroslaw Duda, 2021. "The Impact of Advertisements Placement in the Computer Game on the Effectiveness of Social Campaign Messages," European Research Studies Journal, European Research Studies Journal, vol. 0(2B), pages 515-537.
  • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:2b:p:515-537
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/2249/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ioanna Iacovides & James Aczel & Eileen Scanlon & Josie Taylor & Will Woods, 2011. "Motivation, Engagement and Learning through Digital Games," International Journal of Virtual and Personal Learning Environments (IJVPLE), IGI Global, vol. 2(2), pages 1-16, April.
    2. Heather L. O'Brien & Elaine G. Toms, 2008. "What is user engagement? A conceptual framework for defining user engagement with technology," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 59(6), pages 938-955, April.
    3. Martí-Parreño, José & Bermejo-Berros, Jesús & Aldás-Manzano, Joaquín, 2017. "Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers' Memory," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 55-63.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daniel Steele & Edda Bild & Cynthia Tarlao & Catherine Guastavino, 2019. "Soundtracking the Public Space: Outcomes of the Musikiosk Soundscape Intervention," IJERPH, MDPI, vol. 16(10), pages 1-38, May.
    2. Hofman-Kohlmeyer Magdalena, 2021. "Brand-Related User-Generated Content in Simulation Video Games: Qualitative Research Among Polish Players," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 61-87, March.
    3. Yin, Xicheng & Li, Jing & Si, Hongyun & Wu, Peng, 2024. "Attention marketing in fragmented entertainment: How advertising embedding influences purchase decision in short-form video apps," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Mariani, Marcello M. & Hashemi, Novin & Wirtz, Jochen, 2023. "Artificial intelligence empowered conversational agents: A systematic literature review and research agenda," Journal of Business Research, Elsevier, vol. 161(C).
    5. Nripesh Trivedi & Daniel Adomako Asamoah & Derek Doran, 2018. "Keep the conversations going: engagement-based customer segmentation on online social service platforms," Information Systems Frontiers, Springer, vol. 20(2), pages 239-257, April.
    6. Julia Troll & Ivo Blohm & Jan Marco Leimeister, 2019. "Why Incorporating a Platform-Intermediary can Increase Crowdsourcees’ Engagement," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 61(4), pages 433-450, August.
    7. Mariana Cernicova-Buca & Adina Palea, 2021. "An Appraisal of Communication Practices Demonstrated by Romanian District Public Health Authorities at the Outbreak of the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(5), pages 1-19, February.
    8. Afi Fouad El & Ouiddad Smail, 2021. "Consumer engagement in value co-creation within virtual video game communities," Management & Marketing, Sciendo, vol. 16(4), pages 370-386, December.
    9. Luca Longo, 2018. "Experienced mental workload, perception of usability, their interaction and impact on task performance," PLOS ONE, Public Library of Science, vol. 13(8), pages 1-36, August.
    10. Zixing Shen & Michael J. Pritchard, 2022. "Cognitive engagement on social media: A study of the effects of visual cueing in educational videos," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 73(9), pages 1253-1267, September.
    11. Liu Yi & Qiqi Zhou & Tan Xiao & Ge Qing & Igor Mayer, 2020. "Conscientiousness in Game-Based Learning," Simulation & Gaming, , vol. 51(5), pages 712-734, October.
    12. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    13. Fang, Jiaming & Zhao, Zhirong & Wen, Chao & Wang, Ruping, 2017. "Design and performance attributes driving mobile travel application engagement," International Journal of Information Management, Elsevier, vol. 37(4), pages 269-283.
    14. Jezdancher Watti & Máté Millner & Kata Siklósi & Hedvig Kiss & Oguz Kelemen & Dávid Pócs, 2022. "Smokers’ Engagement Behavior on Facebook: Verbalizing and Visual Expressing the Smoking Cessation Process," IJERPH, MDPI, vol. 19(16), pages 1-14, August.
    15. Lin Shi & Katharine J. Mach & Sangwon Suh & Adam Brandt, 2022. "Functionality‐based life cycle assessment framework: An information and communication technologies (ICT) product case study," Journal of Industrial Ecology, Yale University, vol. 26(3), pages 782-800, June.
    16. Wenrui Wang, 2023. "The Ways that Digital Technologies Inform Visitor's Engagement with Cultural Heritage Sites: Informal Learning in the Digital Era ," GATR Journals gjbssr628, Global Academy of Training and Research (GATR) Enterprise.
    17. Caitríona Ní Shé & Eabhnat Ní Fhloinn & Ciarán Mac an Bhaird, 2023. "Student Engagement with Technology-Enhanced Resources in Mathematics in Higher Education: A Review," Mathematics, MDPI, vol. 11(3), pages 1-34, February.
    18. Heather L. O'Brien, 2017. "Antecedents and learning outcomes of online news engagement," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 68(12), pages 2809-2820, December.
    19. Hwang, Angel Hsing-Chi & Oh, Jeeyun, 2020. "Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    20. Bitrián, Paula & Buil, Isabel & Catalán, Sara, 2021. "Enhancing user engagement: The role of gamification in mobile apps," Journal of Business Research, Elsevier, vol. 132(C), pages 170-185.

    More about this item

    Keywords

    In-game advertising; computer games; cognitive neuroscience techniques; social advertising.;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxiv:y:2021:i:2b:p:515-537. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.