The effect of involvement on ad judgment in a computer-mediated environment: the mediating role of presence

Stefan G. Nicovich

This study investigates the relationship between involvement, presence and communication (advertising and word-of-mouth) judgement in a computer-mediated communications environment.

The effect of involvement on ad judgment in a computer-mediated environment: the mediating role of presence

Stefan G. Nicovich

Lynchburg College

Introduction

Do you play video games? If you do, you are not alone. Video games (including online games) have become one of the fastest-growing forms of entertainment of the new millennium. According to the Entertainment Software Association, computer and video game software sales grew 6% to $9.5 billion in 2007. Sixty-seven per cent of American heads of households play video or computer games, and the average game player is 33 years old and has been playing for 12 years....

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