eprintid: 14544
rev_number: 2
eprint_status: archive
userid: 1
dir: disk0/00/01/45/44
datestamp: 2023-11-10 03:29:07
lastmod: 2023-11-10 03:29:07
status_changed: 2023-11-10 01:57:11
type: article
metadata_visibility: show
creators_name: Abbasi, A.Z.
creators_name: Rehman, U.
creators_name: Hussain, A.
creators_name: Ting, D.H.
creators_name: Islam, J.U.
title: The impact of advertising value of in-game pop-up ads in online gaming on gamers� inspiration: An empirical investigation
ispublished: pub
keywords: Least squares approximations; Online systems; Social networking (online), Advertising strategy; Conceptual model; Empirical investigation; High conversions; On-line games; On-line gaming; Partial least square (PLS); Personalizations, Marketing
note: cited By 22
abstract: In online gaming, pop-up ads are effective advertising strategies with a high conversion rate. Businesses are actively using pop-up ads in online games for advertising. However, research into the advertising value of pop-up ads and its effect on gamers� inspiration states remains scarce. This study aims to deepen our understanding of the value of in-game pop-up ads by applying the Ducoffe advertising value model. Specifically, we investigated the factors that determine the advertising value of gamers� inspired-by state and its resultant impact on the inspired-to state. Based on survey data of 321 online game players, the proposed conceptual model was tested using the Partial Least Squares (PLS) method. This study shows that incentives, entertainment, credibility, personalization, and irritation significantly impact the advertising value associated with online game pop-up ads. Additionally, this study empirically proves that the advertising value of in-game pop-up ads positively derives the inspired-by state, which in turn determines gamers� inspired-to state. Beyond theoretical significance, this study offers several practical implications for advertising platforms and advertisers who want to attract gamers using pop-up ads. © 2021 Elsevier Ltd
date: 2021
publisher: Elsevier Ltd
official_url: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85105251394&doi=10.1016%2fj.tele.2021.101630&partnerID=40&md5=684d90cd44aa693965a60ca39c8bee6b
id_number: 10.1016/j.tele.2021.101630
full_text_status: none
publication: Telematics and Informatics
volume: 62
refereed: TRUE
issn: 07365853
citation:   Abbasi, A.Z. and Rehman, U. and Hussain, A. and Ting, D.H. and Islam, J.U.  (2021) The impact of advertising value of in-game pop-up ads in online gaming on gamers� inspiration: An empirical investigation.  Telematics and Informatics, 62.   ISSN 07365853