Title: Mobile game users' evaluations of in-game advertising: role of multitasking and persuasion knowledge

Authors: Yoori Hwang; Joonghwa Lee; Soojung Kim; Se-Hoon Jeong

Addresses: Department of Digital Media, Myongji University, 34 Geobukgol-ro, Seodaemun-gu, Seoul, 120-728, South Korea ' Department of Communication, University of North Dakota, Columbia Hall Room 2370R, 501 N Columbia Rd. Stop 7169, Grand Forks, ND 58202-7169, USA ' Department of Communication, University of North Dakota Columbia Hall Room 2370N, 501 N Columbia Rd. Stop 7169, Grand Forks, ND 58202-7169, USA ' School of Media and Communication, Korea University, 145 Anam-ro, Seongbuk-gu, Seoul, 136-701, South Korea

Abstract: This study examined the effects of multitasking and persuasion knowledge on evaluations of in-game advertising (IGA). Specifically, we examined how the evaluations of IGA vary by: 1) multitasking (i.e., whether one multitasks or not); and 2) persuasion knowledge (i.e., whether one's persuasion knowledge is primed or not). The findings of this study showed significant interactions effects between multitasking and persuasion knowledge priming on ad evaluations. Compared with the non-multitasking condition, multitasking resulted in more negative evaluations of IGA, only when persuasion knowledge was primed. Multitasking did not affect the evaluations of IGA when persuasion knowledge was not primed. Theoretical implications for multitasking effects and practical implications for marketing and ad literacy are discussed.

Keywords: multitasking; persuasion knowledge; mobile; IGA; in-game advertising.

DOI: 10.1504/IJMC.2018.094360

International Journal of Mobile Communications, 2018 Vol.16 No.5, pp.557 - 572

Received: 08 Sep 2016
Accepted: 19 Oct 2017
Published online: 30 Aug 2018 *

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