International Journal of Business and Social Science

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

Attitude towards Online Advergame: An Empirical Study among Saudi Consumers
Dr. Soad A. Al-Meshal

As a result of the increase of computer games and high speed internet connections,in-gameadvertising playsasignificant role in this domain.Advertisers’anticipatethat in-gameadvertisingwill be an important marketing methodthat may enable themto reachtargetedconsumers.Consumers’ attitudes toward in-game advertising, how consumers think about online advertising and the impact of these attitudes on brand image will be investigated in this study. In order to test the attitudes, several factors such as entertainment, customer engagement, andattitude toward advergames in general are included. The outcomesand results will be discussed at the end of this study. Discussion, implications, conclusion, limitations and future studies areto be provided.

Full Text: PDF