International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

The Effect of In-game Brand Placement Prominence and Players’ Flow Experience on Brand Recall: The Moderating Role of Game Genre
Changhua Wu, Tsung-kuang E. Ma, Tsu-Wu Tien

This research examines whether the game genre, either role-playing or virtual reality, impacts the effect of brand placement prominence and players’ flow experience on players’ brand recall. Two hundred and fifty college students participated in a 2 (brand placement prominence: prominent or subtle)  2 (players’ flow experience: high or low)  2 (game genre: role-playing or virtual reality) between-subject experimental design measure and data were analyzed by between-subject ANOVA to test hypotheses. Results showed that the game genre has a moderating effect on the relationship between brand placement prominence and brand recall while the moderating effect of the game genre was not significant on the relationship between players’ flow experience and brand recall. It is suggested that marketers adopt prominent brand placement advertising in a role-playing game will stimulate players to perceive distinct brand recalls.

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