eprintid: 16573 rev_number: 2 eprint_status: archive userid: 1 dir: disk0/00/01/65/73 datestamp: 2023-12-19 03:23:04 lastmod: 2023-12-19 03:23:04 status_changed: 2023-12-19 03:06:30 type: article metadata_visibility: show creators_name: Abbasi, A.Z. creators_name: Rehman, U. creators_name: Ting, D.H. creators_name: Quraishi, M.A. title: Do pop-up ads in online videogames influence children�s inspired-to behavior? ispublished: pub note: cited By 5 abstract: 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. date: 2022 publisher: Emerald Group Holdings Ltd. official_url: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121578573&doi=10.1108%2fYC-06-2021-1347&partnerID=40&md5=1059334b10e58937efffa510926a3e86 id_number: 10.1108/YC-06-2021-1347 full_text_status: none publication: Young Consumers volume: 23 number: 3 pagerange: 362-381 refereed: TRUE issn: 17473616 citation: Abbasi, A.Z. and Rehman, U. and Ting, D.H. and Quraishi, M.A. (2022) Do pop-up ads in online videogames influence children�s inspired-to behavior? Young Consumers, 23 (3). pp. 362-381. ISSN 17473616