Mobile Game Advertising Recall in Pre- and Post-Game Experience
Journal Title: International Conference on Marketing and Business Development - Year 2015, Vol 0, Issue 1
Abstract
The mobile channel is a prominent way to reach an ever-increasing number of customers, and games designed for mobile devices are the most prominent form of mobile entertainment. This research examines players’ attitudes, advertising recall and service quality in a pre- and post-game advertising context by extending and modifying Tsang, Ho, and Liang (2004) research framework to a new mobile service context. A real-life test followed by focus group discussions are used to evaluate players’ attitudes, explicit memory and experiences while they use the mobile game service. Additionally, six managers of mobile marketing companies were interviewed to increase managerial relevance. The results revealed that the attitudes toward pre- and post-game advertising are not only dependent upon message content and user demographics, as in text message advertising, but also the quality of the game service itself. An explicit memory test indicated that players can recall advertisement but struggle to memorize specific brands advertised. The research concludes by indicating future research avenues.
Authors and Affiliations
Jari Salo
Keywords
Related Articles
- EP ID EP269908
- DOI -
- Views 97
- Downloads 0
Comparative Advantages Related to a Municipality – the Experts View
In recent years competitiveness has intensified immensely not only between businesses but also amongst territories. This is on large part due to globalization, development of communication technologies as well as the eas...
Collaboration between Consumers and Companies in Generating Ideas for Product Development
The development of modern society and the achievements in the field of technologies have led to changes in the interaction between companies and consumers. Nowadays, companies and organizations can use Internet technolog...
Customer Orientation and Organizational Performance in Iraqi Private Banks
This current research indicate the relationship between customer orientation and organizational performance in the Iraqi private banks, Customer orientation is represented to be an essential factor for the Iraqi private...
Identifying Areas of Information Asymmetry on Foods Labels
The fierce competition in the food market has put forward the discussion on the provision of information to consumers. With the increasing interest in marketed products and services and raised consumer awareness, the cas...
Particularities of the Legal Framework of Marketing in Romania
Legal framework of marketing includes all legal regulations concerning the marketing activities of the companies. It is an element of macro environment namely the political and social environment. At the international le...