Title: 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

Authors: Ayşegül Sağkaya Güngör

Addresses: Department of Business Administration, Faculty of Economics and Administrative Sciences, Işık University, Kumbaba Mevkii, Şile, Istanbul, Turkey

Abstract: With 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.

Keywords: branded entertainment; advergame; advertainment; priming; brand placement; persuasion knowledge; placement prominence; placement strength.

DOI: 10.1504/IJIMA.2020.107657

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.2, pp.113 - 134

Received: 18 Dec 2018
Accepted: 14 Mar 2019
Published online: 04 Jun 2020 *

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