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The impact of gamer motives, consumption, and in-game advertising effectiveness : a case study of football sport video games / Beth A. Cianfrone, James J. Zhang.
- Format:
- Book
- Author/Creator:
- Cianfrone, Beth A., author.
- Zhang, James J., active 2013, author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Corporate sponsorship.
- Video games.
- Genre:
- Video games.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : Human Kinetics, Inc., 2013.
- System Details:
- text file
- Summary:
- Sport video games (SVGs) are a highly consumed media source among 18- to 34-yr-old sport consumers. Many corporations have become advertisers or sponsors of SVGs to reach this consumer segment. This case study examined the systematic relationships among SVG motives, consumption levels, and sponsorship effectiveness. Research participants (N = 213) were SVG gamers who responded to a survey. The proposed hierarchical relationships were tested in a structural model analysis to determine the effectiveness of SVGs. The fit indices showed that the model fit the data well, indicating that, sequentially, SVG motivations influenced game play frequency, awareness of sponsoring brands in SVGs, attitude toward the sponsoring brands, and future purchase intentions of sponsoring products. Researchers and practitioners may consider applying SVG motivational factors to enhance SVG play frequency so as to enhance the awareness of and attitude toward sponsoring brands, which would in turn promote behavioral intentions for consuming the sponsoring brands.
- Notes:
- Originally published in Cianfrone, B. A., & Zhang, J. J. (2013). The impact of gamer motives, consumption, and in-game advertising effectiveness: A case study of Football sport video games. International Journal of Sport Communication, 6(3), 325-347. DOI:.
- Includes bibliographical references and index.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781526437648
- OCLC:
- 1023531083
- Access Restriction:
- Restricted for use by site license.
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