Did you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames

Basit Öğe Kaydı
dc.authorid0000-0003-3740-7456
dc.contributor.authorSağkaya Güngör, Ayşegülen_US
dc.date.accessioned2020-06-29T06:26:36Z
dc.date.available2020-06-29T06:26:36Z
dc.date.issued2020-06-01
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.abstractWith the advergames, marketers reach their goal of conveying their message to their target audience in an entertaining way. The study aims to find out, first, how the priming effects responses of the advergame players toward the brand. Additionally, persuasion knowledge and placement strength were investigated, along with priming. A 2 × 2 × 2 between-subjects laboratory experiment was conducted with 204 participants. Results show that priming has significant effects on brand attitude and recall. The effects were partially persistent after the introduction of persuasion knowledge. When the placement strength was introduced, it was observed significant differences on brand attitude and recall.en_US
dc.identifier.citationSağkaya Güngör, A. (2020). Did you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames. International Journal of Internet Marketing and Advertising, 14(2), 113-134. doi:10.1504/IJIMA.2020.107657en_US
dc.identifier.doi10.1504/IJIMA.2020.107657
dc.identifier.endpage134
dc.identifier.issn1477-5212
dc.identifier.issn1741-8100
dc.identifier.issue2
dc.identifier.scopus2-s2.0-85086791131
dc.identifier.scopusqualityQ3
dc.identifier.startpage113
dc.identifier.urihttps://hdl.handle.net/11729/2346
dc.identifier.urihttp://dx.doi.org/10.1504/IJIMA.2020.107657
dc.identifier.volume14
dc.identifier.wosWOS:000892602400001
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.indekslendigikaynakEmerging Sources Citation Index (ESCI)en_US
dc.institutionauthorSağkaya Güngör, Ayşegülen_US
dc.institutionauthorid0000-0003-3740-7456
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherInderscience Publishersen_US
dc.relation.ispartofInternational Journal of Internet Marketing and Advertisingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectAdvergameen_US
dc.subjectAdvertainmenten_US
dc.subjectBrand placementen_US
dc.subjectBranded entertainmenten_US
dc.subjectPersuasion knowledgeen_US
dc.subjectPlacement prominenceen_US
dc.subjectPlacement strengthen_US
dc.subjectPrimingen_US
dc.subjectViolent video gamesen_US
dc.subjectProminenceen_US
dc.subjectInvolvementen_US
dc.subjectProducten_US
dc.subjectImpacten_US
dc.subjectBehavioren_US
dc.subjectAggressionen_US
dc.subjectConsumersen_US
dc.subjectChildrenen_US
dc.subjectOnlineen_US
dc.titleDid you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergamesen_US
dc.typeArticleen_US
dspace.entity.typePublication

Dosyalar

Orijinal paket
Listeleniyor 1 - 1 / 1
Küçük Resim Yok
İsim:
Did_you_read_the_news_before_playing_the_advergame_The_effects_of_priming_persuasion_knowledge_and_placement_strength_on_brand_attitude_and_recall_in_advergames.pdf
Boyut:
448.48 KB
Biçim:
Adobe Portable Document Format
Açıklama:
Publisher's Version
İndir
Lisans paketi
Listeleniyor 1 - 1 / 1
Küçük Resim Yok
İsim:
license.txt
Boyut:
1.44 KB
Biçim:
Item-specific license agreed upon to submission
Açıklama:
İndir

Koleksiyon

Makale Koleksiyonu | İşletme Bölümü
Scopus İndeksli Yayınlar Koleksiyonu
WoS İndeksli Yayınlar Koleksiyonu