Do pop-up ads in online videogames influence children’s inspired-to behavior?
ISSN: 1747-3616
Article publication date: 22 December 2021
Issue publication date: 6 July 2022
Abstract
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.
Keywords
Citation
Abbasi, A.Z., Rehman, U., Ting, D.H. and Quraishi, M.A. (2022), "Do pop-up ads in online videogames influence children’s inspired-to behavior?", Young Consumers, Vol. 23 No. 3, pp. 362-381. https://doi.org/10.1108/YC-06-2021-1347
Publisher
:Emerald Publishing Limited
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