%0 Journal Article
%@ 17473616
%A Abbasi, A.Z.
%A Rehman, U.
%A Ting, D.H.
%A Quraishi, M.A.
%D 2022
%F scholars:16573
%I Emerald Group Holdings Ltd.
%J Young Consumers
%N 3
%P 362-381
%R 10.1108/YC-06-2021-1347
%T Do pop-up ads in online videogames influence children�s inspired-to behavior?
%U https://khub.utp.edu.my/scholars/16573/
%V 23
%X Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads � appearing on the screen that interrupts children�s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children�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�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�s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children�s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value: This study contributes to children�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. © 2021, Emerald Publishing Limited.
%Z cited By 5