Videogames-as-a-service : converting freemium- to paying-users through pop-up advertisement value
(2022) In Journal of Services Marketing 36(3). p.398-415- Abstract
Purpose: Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame. Design/methodology/approach: To frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio aesthetic videogame components that are largely overlooked in prior research. Using a self-administered survey, data were collected from 321 online gamers. The authors tested the model by using partial-least-squares-based structural equation modeling... (More)
Purpose: Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame. Design/methodology/approach: To frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio aesthetic videogame components that are largely overlooked in prior research. Using a self-administered survey, data were collected from 321 online gamers. The authors tested the model by using partial-least-squares-based structural equation modeling (PLS-SEM). Findings: The results indicate that pop-up ad-related incentives, entertainment, credibility, personalization, audio aesthetics and irritation significantly affect user-perceived ad value. In turn, perceived ad value was found to affect players’ intent to install the advertised videogame. Research limitations/implications: Though the findings corroborate the importance of pop-up ads being perceived as informative and/or entertaining, they also emphasize the value of personalized ads, ad-related incentives and audio aesthetic, which impact gamers’ intent to install the advertised videogame. Practical implications: This study advances managerial understanding of videogame-based services, which is expected to be particularly useful for freemium-based videogame marketers and developers. Originality/value: By extending Ducoffe’s model of advertising value, the authors apply the proposed framework in the online videogaming-based pop-up ad context, and explore the effect of user-perceived pop-up ad value on their intent to install the advertised videogame.
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- author
- Hussain, Ali ; Abbasi, Amir Zaib ; Hollebeek, Linda D. LU ; Schultz, Carsten D. ; Ting, Ding Hooi and Wilson, Bradley
- publishing date
- 2022
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Audio aesthetic, Ducoffe’s advertisement value model, Online video-gaming services, Pop-up ads, Visual aesthetic
- in
- Journal of Services Marketing
- volume
- 36
- issue
- 3
- pages
- 18 pages
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:85111828250
- ISSN
- 0887-6045
- DOI
- 10.1108/JSM-05-2020-0164
- language
- English
- LU publication?
- no
- additional info
- Funding Information: Funding: This work was supported under the Fundamental Research Grant Scheme (FRGS), Ministry of Higher Education, Malaysia [FRGS/1/2019/SS06/UTP/02/1]. Publisher Copyright: © 2021, Emerald Publishing Limited.
- id
- b8f7f95e-4d2d-407d-abf8-f62b81764a66
- date added to LUP
- 2023-02-21 13:11:32
- date last changed
- 2023-03-01 08:48:08
@article{b8f7f95e-4d2d-407d-abf8-f62b81764a66,
abstract = {{<p>Purpose: Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their subsequent intent to install the advertised videogame. Design/methodology/approach: To frame the analyses, the authors adopt and extend Ducoffe’s advertising value model by incorporating the visual/audio aesthetic videogame components that are largely overlooked in prior research. Using a self-administered survey, data were collected from 321 online gamers. The authors tested the model by using partial-least-squares-based structural equation modeling (PLS-SEM). Findings: The results indicate that pop-up ad-related incentives, entertainment, credibility, personalization, audio aesthetics and irritation significantly affect user-perceived ad value. In turn, perceived ad value was found to affect players’ intent to install the advertised videogame. Research limitations/implications: Though the findings corroborate the importance of pop-up ads being perceived as informative and/or entertaining, they also emphasize the value of personalized ads, ad-related incentives and audio aesthetic, which impact gamers’ intent to install the advertised videogame. Practical implications: This study advances managerial understanding of videogame-based services, which is expected to be particularly useful for freemium-based videogame marketers and developers. Originality/value: By extending Ducoffe’s model of advertising value, the authors apply the proposed framework in the online videogaming-based pop-up ad context, and explore the effect of user-perceived pop-up ad value on their intent to install the advertised videogame.</p>}},
author = {{Hussain, Ali and Abbasi, Amir Zaib and Hollebeek, Linda D. and Schultz, Carsten D. and Ting, Ding Hooi and Wilson, Bradley}},
issn = {{0887-6045}},
keywords = {{Audio aesthetic; Ducoffe’s advertisement value model; Online video-gaming services; Pop-up ads; Visual aesthetic}},
language = {{eng}},
number = {{3}},
pages = {{398--415}},
publisher = {{Emerald Group Publishing Limited}},
series = {{Journal of Services Marketing}},
title = {{Videogames-as-a-service : converting freemium- to paying-users through pop-up advertisement value}},
url = {{http://dx.doi.org/10.1108/JSM-05-2020-0164}},
doi = {{10.1108/JSM-05-2020-0164}},
volume = {{36}},
year = {{2022}},
}