IDEAS home Printed from https://ideas.repec.org/a/ids/ijeven/v3y2011i3p231-247.html
   My bibliography  Save this article

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

Author

Listed:
  • Martin K.J. Waiguny
  • Ralf Terlutter
  • Melanie E. Zaglia

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.

Suggested Citation

  • Martin K.J. Waiguny & Ralf Terlutter & Melanie E. Zaglia, 2011. "The influence of advergames on consumers' attitudes and behaviour: an empirical study among young consumers," International Journal of Entrepreneurial Venturing, Inderscience Enterprises Ltd, vol. 3(3), pages 231-247.
    • Handle: RePEc:ids:ijeven:v:3:y:2011:i:3:p:231-247
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=41273
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Silvia Biraghi & Rossella C. Gambetti, 2015. "Il gioco delle parti: la relazione marca-consumatore nel contesto del gaming," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 97-120.

    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:ids:ijeven:v:3:y:2011:i:3:p:231-247. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=123 .

    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.