Impact of involvement and cognitive load on affective responses to advergames and in-game advertising

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dc.authorid0000-0003-3740-7456
dc.authorid0000-0002-7370-7504
dc.contributor.authorSağkaya Güngör, Ayşegülen_US
dc.contributor.authorOzansoy Çadırcı, Tuğçeen_US
dc.date.accessioned2023-01-21T03:13:08Z
dc.date.available2023-01-21T03:13:08Z
dc.date.issued2016-11-30
dc.departmentIşık Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.departmentIşık University, Faculty of Economics and Administrative Sciences, Department of Managementen_US
dc.description.abstractIt has been long known that there are different ways of communicating promotional messages with branded entertainments. Among all, the two of them are notable; communicating the message through advergames and integrating the message/brand in the game; known as in game advertising (IGA). Deriving the positive effects of both from the literature, different variables that may reduce or increase the e cacy of them are studied. This study is an attempt to understand the effect of different variables on affective responses to advergames. In the paper, it is suggested from the literature that cognitive overload affects affective responses (i.e. attitudes toward the branded entertainment and the main brand that the game is specifically designed for) of game players. The authors aim to develop hypotheses trying to explain the effect of cognitive overload stimuli on the attitudes of the gamers. In the paper authors also suggested hypotheses about how involvement may affect cognitive overload outcomes. All those hypotheses are developed both for the advergames and IGA. As the last section, future research that will help to test these hypotheses are provided.en_US
dc.description.versionPublisher's Versionen_US
dc.identifier.citationSağkaya Güngör, A. & Ozansoy Çadırcı, T. (2016). Impact of involvement and cognitive load on affective responses to advergames and in-game advertising. Yildiz Social Science Review, 2(2), 91-106.en_US
dc.identifier.endpage106
dc.identifier.issn2149-4363
dc.identifier.issn2687-6256
dc.identifier.issue2
dc.identifier.startpage91
dc.identifier.urihttps://hdl.handle.net/11729/5268
dc.identifier.urihttps://dergipark.org.tr/tr/pub/yssr/issue/26416/284403
dc.identifier.volume2
dc.institutionauthorSağkaya Güngör, Ayşegülen_US
dc.institutionauthorid0000-0003-3740-7456
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherYıldız Teknik Üniversitesien_US
dc.relation.journalYildiz Social Science Reviewen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectAdvergamesen_US
dc.subjectAdvergamingen_US
dc.subjectIn-game advertisingen_US
dc.subjectIGAen_US
dc.subjectCognitive loaden_US
dc.subjectInvolvementen_US
dc.subjectTelepresenceen_US
dc.titleImpact of involvement and cognitive load on affective responses to advergames and in-game advertisingen_US
dc.typeArticleen_US
dspace.entity.typePublication

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