Open Journal Systems

In-Game Advertising: Analyzing the Effects of Brand Congruity, Integration, and Prominence towards IGA Attitude and Purchase Intention

Santirianingrum Soebandhi, Yuan Andriansyah

Abstract


Abstract. Currently mobile in-game advertising (IGA) has become a promotional medium that is widely used in introducing and offering products to consumers. Using an existing online racing game, this study analyzed the effect of brand congruity, integration, and prominence on attitudes toward IGA and purchase intention on brands that advertised in this game. A total of 100 respondents ranging from 16 to 35 years old were involved. Partial Least Squares analysis was used as the data technique analysis. The results show that brand congruity, integration, and prominence have a significant effect on consumer attitudes toward IGA. However, those do not have effect on purchase intention.

Keywords: Brand congruity, brand integration, brand prominence, attitude towards in-game advertising, purchase intention


Abstrak. Saat ini mobile in-game advertising (IGA) telah menjadi media promosi yang secara luas digunakan dalam mengenalkan dan menawarkan produk kepada konsumen. Dengan menggunakan game balap online yang ada, penelitian ini menganalisis pengaruh kesesuian, integrasi, dan prominen merek pada sikap terhadap IGA dan niat beli pada merek yang diiklankan dalam game ini. Sebanyak 100 responden dengan rentang usia 16 sampai 35 tahun dilibatkan dalam penelitian ini. Analisis Partial Least Squares digunakan sebagai teknik analisis data. Hasil menunjukkan bahwa kesesuian, integrasi, dan prominen merek berpengaruh signifikan terhadap sikap konsumen terhadap IGA. Namun, hal tersebut tidak berpengaruh pada niat beli.

Kata kunci: Kesesuaian merek, integrasi merek, prominen merek, sikap terhadap in-game advertising, minat beli


Keywords


brand congruity, brand integration, brand prominence, attitude towards in-game advertising, purchase intention

Full Text:

PDF

References


Baker, W. E. (1999). When can affective conditioning and mere exposure directly influence brand choice? Journal of advertising, 28(4), 31-46. Doi: 10.1080/00913367.1999.10673594

Burns, E. (2009). Video advertising still set for growth in down ad spend year. Retrieved 30 april, 2017, from https://www.clickz.com/video-advertising-still-set-for-growth-in-down-ad-spend-year/66650/

Cauberghe, V., & Pelsmacker, P. D. (2010). Advergames. Journal of advertising, 39(1), 5-18. Doi: 10.2753/joa0091-3367390101

Chang, Y., Yan, J., Zhang, J., & Luo, J. (2010). Online in-game advertising effect: examining the influence of a match between games and advertising. Journal of interactive advertising, 11(1), 63-73. Doi: 10.1080/15252019.2010.10722178

Chutijirawong, N., & Kanawattanachai, P. (2014). The role and impact of context-driven personalisation technology on customer acceptance of advertising via short message service (sms). International journal of mobile communications, 12(6).

eMarketer. (2016). Indonesia is the 3rd-largest smartphone market in the asia pacific. Retrieved 27 april, 2017, from https://www.indonesia-investments.com/id/news/todays-headlines/indonesia-is-the-3rd-largest-smartphone-market-in-the-asia-pacific/item6777

Friestad, M., & Wright, P. (1994). The people persuasion cope with knowledge persuasion model: how people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.

Friestad, M., & Wright, P. (1999). Everyday persuasion knowledge. Psychology & marketing, 16(2), 185-194.

Frontline. (2001). The merchants of cool: a report on the creators & marketers of popular culture for teenagers. Retrieved 30 april, 2017, from http://www.pbs.org/wgbh/pages/frontline/shows/cool

Gross, M. L. (2010). Advergames and the effects of game-product congruity. Computers in human behavior, 26, 1259-1265. Doi: 10.1016/j.chb.2010.03.034

Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: the effect of prominence and mode on audience recall. Journal of current issues & research in advertising, 20(1), 47-59. Doi: 10.1080/10641734.1998.10505076

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). New jersey: prentice hall.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). Pls-sem: indeed a silver bullet. The journal of marketing theory and practice, 19(2), 139-152. Doi: 10.2753/mtp1069-6679190202

Hernandez, M. D. (2008). Determinants of children’s attitudes towards "advergames": the case of mexico. Young consumers, 9(2), 112-120. Doi: 10.1108/17473610810879684

Hernandez, M. D., Chapa, S., Minor, M. S., Maldonado, C., & Barranzuela, F. (2004). Hispanic attitudes toward advergames: a proposed model of their antecedents. Journal of Interactive Advertising, 5(1), 74-83.

Ho, S.-H., Lin, Y.-L., & Yang, Y.-T. (2011). In-game advertising: consumers’ attitude and the effect of product placements on memory. African Journal of Business Management, 5(24), 10117-10127. Doi: 10.5897/ajbm11.377

Huang, J.-H., & Yang, T.-K. (2012). The effectiveness of in-game advertising: the impacts of in-game ad type and game/ad relevance. International Journal of Electronic Business Management, 10(1), 61-72.

Kinard, B. R., & Hartman, K. B. (2013). Are you entertained? The impact of brand integration and brand experience in television-related advergames. Journal of Advertising, 42(2-3), 196-203. Doi: 10.1080/00913367.2013.775794

Kotler, P. (2008). Manajemen pemasaran. Jakarta: erlangga.

Kusumasondjaja, S. (2016). Respon konsumen pada mobile advergames: intrusiveness dan irritation. Jurnal Manajemen Teknologi, 15(3), 206-223. Doi: 10.12695/jmt.2016.15.3.1

Lee, M., & Faber, R. J. (2007). Effects of product placement in on-line games on brand memory: a perspective of the limited-capacity model of attention. Journal of Advertising, 36(4), 75-90.

Lee, S. Y., & Shen, F. (2009). Joint advertising and brand congruity: effects on memory and attitudes. Journal of Promotion Management, 15(4), 484-498. Doi: 10.1080/10496490903276874

Lewis, B., & Porter, L. (2010). In-game advertising effects. Journal of Interactive Advertising, 10(2), 46-60. Doi: 10.1080/15252019.2010.10722169

MoboMarket. (2015). Q1/2015 Indonesian mobile data report, based on mobomarket users data research.

Mallinckrodt, V., & Mizerski, D. (2007). The effects of playing an advergame on young children's perceptions , preferences , and requests. Journal of Advertising, 36(2), 87-100. Doi: 10.2753/joa0091-3367360206

Muzellec, L., Kanitz,C., & Lynn, T. (2013). Fancy a coffee with friends in ‘central perk’? International Journal of Advertising, 32(3), 399-417. Doi: 10.2501/ija-32-3-399-417

Noor, M. N. M., Sreenivasan, J., & Ismail, H. (2013). Malaysian consumers’ attitude towards mobile advertising and its impact on purchase intention – a structural equation modeling approach. International Journal of Economics and Statistics, 3(1), 148-155.

Okazaki, S., & Yagüe, M. J. (2012). Responses to an advergaming campaign on a mobile social networking site: an initial research report. Computers in Human Behavior, 28, 78–86. Doi: 10.1016/j.chb.2011.08.013

Peters, S., & Leshner, G. (2013). Get in the game: the effects of game-product congruity and product placement proximity on game players’ processing of brands embedded in advergames. Journal of Advertising, 42(2-3), 113-130. Doi: 10.1080/00913367.2013.774584

Punyatoya, P. (2015). Effect of perceived brand environment-friendliness on indian consumer attitude and purchase intention: an integrated model. Marketing Intelligence & Planning, 33(3), 258-275. Doi: doi.org/10.1108/mip-04-2013-0069

Purnawirawan, N., Wouters, M., & Pelsmacker, P. D. (2010). Brand placements in movies: the impact of modality, prominence and plot connection on attitude and behavioral intention. In r. Terlutter, s. Diehl & s. Okazaki (eds.), advances in advertising research (vol. 1). Wiesbaden, germany: gabler verlag.

Reijmersdal, E. A. V. (2009). Brand placement prominence: good for memory! Bad for attitudes? Journal of Advertising Research, 49(2), 151-153. Doi: 10.2501/s0021849909090199

Rifon, N. J., Quilliam, E. T., Paek, H.-J., Weatherspoon, L. J., Kim, S.-K., & Smreker, K. C. (2014). Age-dependent effects of food advergame brand integration and interactivity. International Journal of Advertising, 33(3), 475-508. Doi: dx.doi.org/10.2501/ija-33-3-475-508

Sunyoto. (2012). Konsep dasar riset pemasaran dan perilaku konsumen (1st ed.). Yogyakarta: caps.

Tassi, P. (2011). Analyst says video game advertising will double by 2016. Retrieved 30 april, 2017, from https://www.forbes.com/sites/insertcoin/2011/09/14/analyst-says-video-game-advertising-will-double-by-2016/#7bf569c02b12

Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112. Doi: 10.1080/00913367.2013.774610

Vserv. (2015). Smartphone user persona report (supr) in indonesia. Jakarta.

Wise, K., Bolls, P D., Kim, H., Venkataraman, A., & Meyer, R. (2008). Enjoyment of advergames and brand attitudes. Journal of Interactive Advertising, 9(1), 27-36. Doi: 10.1080/15252019.2008.10722145

Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, monograph supplement, 9(2), 1-27.




DOI: http://dx.doi.org/10.12695/jmt.2017.16.3.3

Refbacks

  • There are currently no refbacks.