TY  - JOUR
AV  - none
SP  - 251
PB  - Springer
EP  - 259
ID  - scholars13803
TI  - Customer inspiration via advertising value of pop-up ads in online games
KW  - Human computer interaction; Query processing; Sales; Social networking (online)
KW  -  Business enterprise; Conceptual model; On-line games; On-line gaming; Pop-up ads; Visual Aesthetics
KW  -  Computer games
N2  - Pop-up ads in online gaming is an emerging phenomenon on the internet that provide massive opportunities for business enterprises. Despite its importance for any businesses, do gamers get inspired by pop-up ads? To answer the query, we develop the conceptual model predicting customer inspiration through perceived advertisement value of pop-up ads in the context of online games. Based on the conceptual model, we first aim to highlight the factors that can motivate gamers to interact with pop-up ads in online games and gain perceived advertisement value of pop-up ads. After that, we intend to understand the impact of perceived advertisement value of pop-up ads on customer inspiration. Our study makes several notable contributions to the literature. First, we apply and extend Ducoffe model of advertisement value in pop-up ads, especially in online games. Second, we add audio and visual aesthetic factors in the existing Ducoffe model. Third, we primarily focus on predicting customer inspiration through perceived advertisement value of pop-up ads in online games. © Springer Nature Switzerland AG 2020.
SN  - 03029743
VL  - 12211 
JF  - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
UR  - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85088747832&doi=10.1007%2f978-3-030-50164-8_17&partnerID=40&md5=4d609c8b01de3940b39876a289025c5b
A1  - Abbasi, A.Z.
A1  - Hussain, A.
A1  - Hlavacs, H.
A1  - Shah, M.U.
A1  - Ting, D.H.
A1  - Rehman, U.
N1  - cited By 5; Conference of 2nd International Conference on HCI in Games, HCI-Games 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020 ; Conference Date: 19 July 2020 Through 24 July 2020; Conference Code:242399
Y1  - 2020///
ER  -