What Factors Affect Consumer Acceptance of In-Game Advertisements? Click “Like” to Manage Digital Content for Players
Gina A. Tran and David Strutton
University of North Texas
Management slant
- Intrusive or off-putting advertisements can prompt online gamers to prematurely abandon games or respond negatively to advertisements.
- Advertisers should learn more about how to introduce advertising into online or SNS gaming portals that most gamers still (rightly or wrongly) view as private spaces.
- To increase the likelihood of in-game advertising acceptance by online gamers, advertisers should only deliver messages and discuss brands with which targeted gamers can identify.
- As they...