@article{scholars16573,
             doi = {10.1108/YC-06-2021-1347},
          number = {3},
          volume = {23},
            note = {cited By 5},
           title = {Do pop-up ads in online videogames influence children{\^a}??s inspired-to behavior?},
            year = {2022},
           pages = {362--381},
       publisher = {Emerald Group Holdings Ltd.},
         journal = {Young Consumers},
            issn = {17473616},
          author = {Abbasi, A. Z. and Rehman, U. and Ting, D. H. and Quraishi, M. A.},
        abstract = {Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads {\^a}?? appearing on the screen that interrupts children{\^a}??s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children{\^a}??s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children{\^a}??s inspired-to behavior. Design/methodology/approach: Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Findings: Results showed that perceived irritation and incentives of pop-up ads do not affect children{\^a}??s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children{\^a}??s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value: This study contributes to children{\^a}??s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior. {\^A}{\copyright} 2021, Emerald Publishing Limited.},
             url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121578573&doi=10.1108\%2fYC-06-2021-1347&partnerID=40&md5=1059334b10e58937efffa510926a3e86}
}