Online In-Game Advertising Effect: Examining the Influence of a Match Between Games and Advertising
Yaping Chang, Jun Yan, Jinlong Zhang, and Jin Luo
ABSTRACT:Online in-game advertising (IGA) may be the most promising of all new forms of advertising. This study examines the influence of the match between a game and advertising on the online IGA effect, using an 18-day experiment in which 562 online game players participated. The results indicate positive and significant effects of all three matching dimensions (congruity, integration, and prominence) on both interest in and the purchase intentions of players...