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The impact of social setting on the recall and recognition of in-game advertising

Author
Organization
Abstract
The current paper contributes to the study of in-game advertising (IGA) effectiveness by investigating the impact of social setting on brand awareness (i.e. brand recall and recognition) in a digital game context. An experiment (N = 121) was conducted in which participants played a digital game containing IGA in various social conditions. Results show that a person's social environment has a significant influence on brand awareness and that this effect can be primarily attributed to two factors: social presence (i.e. the awareness of and interaction with another person) and player interactivity (i.e. the ability to actively control a digital game). Playing in a social setting seems to have a negative influence on the recall and recognition of IGA, with other people serving as a distracting factor. Watching while others play a digital game, however, has a positive impact on brand awareness.
Keywords
Digital games, Social setting, In-game advertising, Social presence, Player interactivity, Experiment

Citation

Please use this url to cite or link to this publication:

MLA
Herrewijn, Laura, and Karolien Poels. “The Impact of Social Setting on the Recall and Recognition of In-Game Advertising.” COMPUTERS IN HUMAN BEHAVIOR, vol. 53, 2015, pp. 544–55.
APA
Herrewijn, L., & Poels, K. (2015). The impact of social setting on the recall and recognition of in-game advertising. COMPUTERS IN HUMAN BEHAVIOR, 53, 544–555.
Chicago author-date
Herrewijn, Laura, and Karolien Poels. 2015. “The Impact of Social Setting on the Recall and Recognition of In-Game Advertising.” COMPUTERS IN HUMAN BEHAVIOR 53: 544–55.
Chicago author-date (all authors)
Herrewijn, Laura, and Karolien Poels. 2015. “The Impact of Social Setting on the Recall and Recognition of In-Game Advertising.” COMPUTERS IN HUMAN BEHAVIOR 53: 544–555.
Vancouver
1.
Herrewijn L, Poels K. The impact of social setting on the recall and recognition of in-game advertising. COMPUTERS IN HUMAN BEHAVIOR. 2015;53:544–55.
IEEE
[1]
L. Herrewijn and K. Poels, “The impact of social setting on the recall and recognition of in-game advertising,” COMPUTERS IN HUMAN BEHAVIOR, vol. 53, pp. 544–555, 2015.
@article{8511158,
  abstract     = {The current paper contributes to the study of in-game advertising (IGA) effectiveness by investigating the impact of social setting on brand awareness (i.e. brand recall and recognition) in a digital game context. An experiment (N = 121) was conducted in which participants played a digital game containing IGA in various social conditions. Results show that a person's social environment has a significant influence on brand awareness and that this effect can be primarily attributed to two factors: social presence (i.e. the awareness of and interaction with another person) and player interactivity (i.e. the ability to actively control a digital game). Playing in a social setting seems to have a negative influence on the recall and recognition of IGA, with other people serving as a distracting factor. Watching while others play a digital game, however, has a positive impact on brand awareness.},
  author       = {Herrewijn, Laura and Poels, Karolien},
  issn         = {0747-5632},
  journal      = {COMPUTERS IN HUMAN BEHAVIOR},
  keywords     = {Digital games,Social setting,In-game advertising,Social presence,Player interactivity,Experiment},
  language     = {eng},
  pages        = {544--555},
  title        = {The impact of social setting on the recall and recognition of in-game advertising},
  url          = {http://dx.doi.org/10.1016/j.chb.2014.06.012},
  volume       = {53},
  year         = {2015},
}

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