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

What is it about?

Purpose – This study focused on non-conventional marketing (in-game advertisement interactivity) to understand consumers’ purchase intentions. Specifically, this study explores 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/approach – This study collected data from 386 PUBG mobile players on a convenience basis. The selected players were ensured to have experience of playing mission ignition mode (A Tesla-themed mode of PUBG mobile). Findings – The 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/implications – The 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 non-traditional advertisement and game-product congruence that helps businesses to attract customers. Originality/value – Drawing 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.

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