Do pop-up ads in online videogames influence children�s inspired-to behavior?

Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads � appearing on the screen that interrupts children�s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising val...

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Main Authors: Abbasi, A.Z., Rehman, U., Ting, D.H., Quraishi, M.A.
Format: Article
Institution: Universiti Teknologi Petronas
Record Id / ISBN-0: utp-eprints.30272 /
Published: Emerald Group Holdings Ltd. 2021
Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121578573&doi=10.1108%2fYC-06-2021-1347&partnerID=40&md5=1059334b10e58937efffa510926a3e86
http://eprints.utp.edu.my/30272/
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id utp-eprints.30272
recordtype eprints
spelling utp-eprints.302722022-03-25T06:40:10Z Do pop-up ads in online videogames influence children�s inspired-to behavior? Abbasi, A.Z. Rehman, U. Ting, D.H. Quraishi, M.A. Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads � appearing on the screen that interrupts children�s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children�s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children�s inspired-to behavior. Design/methodology/approach: Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Findings: Results showed that perceived irritation and incentives of pop-up ads do not affect children�s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children�s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value: This study contributes to children�s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior. © 2021, Emerald Publishing Limited. Emerald Group Holdings Ltd. 2021 Article NonPeerReviewed https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121578573&doi=10.1108%2fYC-06-2021-1347&partnerID=40&md5=1059334b10e58937efffa510926a3e86 Abbasi, A.Z. and Rehman, U. and Ting, D.H. and Quraishi, M.A. (2021) Do pop-up ads in online videogames influence children�s inspired-to behavior? Young Consumers . http://eprints.utp.edu.my/30272/
institution Universiti Teknologi Petronas
collection UTP Institutional Repository
description Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads � appearing on the screen that interrupts children�s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children�s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children�s inspired-to behavior. Design/methodology/approach: Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Findings: Results showed that perceived irritation and incentives of pop-up ads do not affect children�s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children�s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value: This study contributes to children�s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior. © 2021, Emerald Publishing Limited.
format Article
author Abbasi, A.Z.
Rehman, U.
Ting, D.H.
Quraishi, M.A.
spellingShingle Abbasi, A.Z.
Rehman, U.
Ting, D.H.
Quraishi, M.A.
Do pop-up ads in online videogames influence children�s inspired-to behavior?
author_sort Abbasi, A.Z.
title Do pop-up ads in online videogames influence children�s inspired-to behavior?
title_short Do pop-up ads in online videogames influence children�s inspired-to behavior?
title_full Do pop-up ads in online videogames influence children�s inspired-to behavior?
title_fullStr Do pop-up ads in online videogames influence children�s inspired-to behavior?
title_full_unstemmed Do pop-up ads in online videogames influence children�s inspired-to behavior?
title_sort do pop-up ads in online videogames influence children�s inspired-to behavior?
publisher Emerald Group Holdings Ltd.
publishDate 2021
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121578573&doi=10.1108%2fYC-06-2021-1347&partnerID=40&md5=1059334b10e58937efffa510926a3e86
http://eprints.utp.edu.my/30272/
_version_ 1741197378040365056
score 11.62408

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