The impact of in-game advertising on players' attitudes and purchasing behavior towards video games
- UNCW Author/Contributor (non-UNCW co-authors, if there are any, appear on document)
- James R. Wydick (Creator)
- Institution
- The University of North Carolina Wilmington (UNCW )
- Web Site: http://library.uncw.edu/
- Advisor
- L. Vince Howe
Abstract: Advertising within video games is rapidly growing as a potential marketing communication
tool for businesses. This paper is intended to analyze the impact on video game player’s attitudes
towards different forms of ingame
advertising within video games. The intent of the research is
to discover the video game players’ opinions and reactions to the advertisements being used. The
goal of the research is to uncover the impact that ingame
advertisements have on players’
purchasing behavior with respect to the actual video game the advertisement is located in, as
opposed to the product that is being advertised in the video game. First, the paper will discuss the
background and reason for pursuing this topic. Following that, the paper will analyze the
definition and types of “ingame”
advertising utilized, while providing recent industry statistics
to support the purpose for the research.
The structure of the assignment extends and builds on previous research conducted by
initially presenting past findings, and then using these findings to develop an educated
hypothesis in the form of a research question. Using the research question as a guide, a
questionnaire was developed and administered via personal interviews to male and female video
game players aged 18 – 40 years old.
The impact of in-game advertising on players' attitudes and purchasing behavior towards video games
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Created on 1/1/2009
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Additional Information
- Publication
- Thesis
- A Thesis Submitted to the University of North Carolina Wilmington in Partial Fulfillment of the Requirements for the Degree of Master of Business Administration
- Language: English
- Date: 2009
- Keywords
- Product placement in mass media , Video games and children--Marketing, Branding (Marketing), Video games and teenagers--Marketing
- Subjects
- Branding (Marketing)
- Video games and children -- Marketing
- Video games and teenagers -- Marketing
- Product placement in mass media