What Affects Consumers’ Brand Perceptions and Behaviors through Viral Promotional Advergames ? Intrinsic Playfulness or Extrinsic Value of Prizes
(2016) 15ème journée de recherche sur le marketing digital — Location: Paris (9.September.2016)
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- Abstract
- Viral promotional advergames are designed to gather user data by asking users to give personal information and invite friends during game process to increase the odds of winning. A field experiment was conducted to study the behavioral responses of viral promotional advergame on brand attitude, personal data sharing and game forwarding behavior. Results show that flow state (compare to boredom, apathy and anxiety state) positively influences not only perceived playfulness, but also perceived value of prizes. Change in brand attitude, personal data sharing and game forwarding behavior are significantly affected by perceived playfulness and perceived value of prizes, and these relationships vary with high/low initial brand attitude.
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Citations
Renard, D., & Zhao, Z. (2016). What Affects Consumers’ Brand Perceptions and Behaviors through Viral Promotional Advergames ? Intrinsic Playfulness or Extrinsic Value of Prizes. 15ème journée de recherche sur le marketing digital, Paris. https://hdl.handle.net/2078.5/183393