What you see is what you get: assessing in-game advertising effectiveness

• Published in: Journal of research in interactive marketing Vol. 17; no. 4; pp. 527 - 543
• Main Authors: Hussain, Mawra, Islam, Talat, Rehman, Saif Ur
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 05.06.2023; Emerald Group Publishing Limited
• Subjects: Advertisements; Advertising; Attitudes; Consumers; Customers; Data collection; Games; Influence; Players; Purchase intention; Feelings of presence; Game–product congruence; Interactivity; Transportation theory; Purchase intention
• ISSN: 2040-7122; 2040-7122; 2040-7130
• DOI: 10.1108/JRIM-03-2022-0087

PurposeThis study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the intervening role of feelings of presence between in-game advertisement interactivity and consumer purchase intention. It further explores whether game–product congruence moderates the relationship between feelings of presence in the game and consumer purchase intention.Design/methodology/approachThis study collected data from 386 PUBG mobile players on a convenience basis. The selected players were ensured to have experience in playing mission ignition mode (a Tesla-themed mode of PUBG mobile).FindingsThe study noted that in-game advertisement interactivity positively affects consumer purchase intention, and this relationship is further explained through feelings of presence. In addition, game–product congruence was noted to strengthen the association between feelings of presence and consumer purchase intention.Research limitations/implicationsThe study used a cross-section design to collect data from players of PUBG through Google Forms on a convenient basis. The study highlights the significance of nontraditional advertisement and game–product congruence that helps businesses to attract customers.Originality/valueDrawing upon transportation theory, this study is the first of its kind that has explored the mediating role of feelings of presence between in-game advertising interactivity and consumer purchase intention. In addition, this study shed light on the importance of game–product congruence to strengthen purchase intention.