The effect of advergames, banners and user type on the attitude to brand and intention to purchase

Detalhes bibliográficos
Autor(a) principal: Farías, Pablo
Data de Publicação: 2018
Tipo de documento: Artigo
Idioma: eng
spa
Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
Texto Completo: https://rbgn.fecap.br/RBGN/article/view/3784
Resumo: Purpose – This research was intended to analyze the effectiveness ofadvergames in comparison with banners. In addition, it seeks to analyzewhether the type of user (someone who just casually browses theInternet vs. someone looking for product information on the Internet)will influence the effectiveness of both Internet advertising formats.Design/methodology/approach – An experiment with 15participants controlling perceived entertainment.Findings – it has been observed that advergames are not superior tobanners in improving the attitude towards brand and intention topurchase. These results are independent of the type of user (casualbrowsers vs. information seekers).Originality/value – While banners are traditional formats in Internetadvertising, other formats have emerged as technology advances, suchas advergames.
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spelling The effect of advergames, banners and user type on the attitude to brand and intention to purchaseEl Efecto de los Advergames, los Banners y el Tipo de Usuario sobre la Actitud hacia la Marca y la Intención de CompraEl efecto de los advergames, los banners y el tipo de usuario sobre la actitud hacia la marca y la intención de comprapublicidad en Internetbannersadvergamesnavegadores casualesbuscadores de información.Publicidad en Internetbannersadvergamesnavegadores casualesbuscadores de información.Publicidad en Internetbannersadvergamesnavegadores casualesbuscadores de información.Internet advertisingbannersadvergamescasual browsersinformation seekers.Purpose – This research was intended to analyze the effectiveness ofadvergames in comparison with banners. In addition, it seeks to analyzewhether the type of user (someone who just casually browses theInternet vs. someone looking for product information on the Internet)will influence the effectiveness of both Internet advertising formats.Design/methodology/approach – An experiment with 15participants controlling perceived entertainment.Findings – it has been observed that advergames are not superior tobanners in improving the attitude towards brand and intention topurchase. These results are independent of the type of user (casualbrowsers vs. information seekers).Originality/value – While banners are traditional formats in Internetadvertising, other formats have emerged as technology advances, suchas advergames.Objetivos – Esta investigación busca analizar la efectividad de losadvergames en comparación con los banners. Asimismo, se pretendeanalizar si el tipo de usuario (alguien que solo navega casualmente porInternet vs. alguien que busca información del producto en Internet)influirá sobre la efectividad de ambos formatos de publicidad enInternet.Metodología – Un experimento con 152 participantes que controlael entretenimiento percibido.Resultados – Se observa que los advergames no son superiores a losbanners a la hora de mejorar la actitud hacia la marca e intenciónde compra. Estos resultados son independientes del tipo de usuario(navegadores casuales vs. buscadores de información).Contribuciones – Aunque los banners son formatos tradicionales depublicidad en Internet, otros formatos han surgido a medida que avanzala tecnología, como son los advergames.Objetivos – Esta investigación busca analizar la efectividad de losadvergames en comparación con los banners. Asimismo, se pretendeanalizar si el tipo de usuario (alguien que solo navega casualmente porInternet vs. alguien que busca información del producto en Internet)influirá sobre la efectividad de ambos formatos de publicidad enInternet.Metodología – Un experimento con 152 participantes que controlael entretenimiento percibido.Resultados – Se observa que los advergames no son superiores a losbanners a la hora de mejorar la actitud hacia la marca e intenciónde compra. Estos resultados son independientes del tipo de usuario(navegadores casuales vs. buscadores de información).Contribuciones – Aunque los banners son formatos tradicionales depublicidad en Internet, otros formatos han surgido a medida que avanzala tecnología, como son los advergames.FECAP2018-03-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/378410.7819/rbgn.v20i2.3784Review of Business Management; Vol. 20 No. 2 (2018); 194-209RBGN Revista Brasileira de Gestão de Negócios; Vol. 20 Núm. 2 (2018); 194-209RBGN - Revista Brasileira de Gestão de Negócios; v. 20 n. 2 (2018); 194-2091983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengspahttps://rbgn.fecap.br/RBGN/article/view/3784/pdfhttps://rbgn.fecap.br/RBGN/article/view/3784/pdf_1Copyright (c) 2018 Review of Business Managementinfo:eu-repo/semantics/openAccessFarías, Pablo2021-07-21T16:04:08Zoai:ojs.emnuvens.com.br:article/3784Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:04:08Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false
dc.title.none.fl_str_mv The effect of advergames, banners and user type on the attitude to brand and intention to purchase
El Efecto de los Advergames, los Banners y el Tipo de Usuario sobre la Actitud hacia la Marca y la Intención de Compra
El efecto de los advergames, los banners y el tipo de usuario sobre la actitud hacia la marca y la intención de compra
title The effect of advergames, banners and user type on the attitude to brand and intention to purchase
spellingShingle The effect of advergames, banners and user type on the attitude to brand and intention to purchase
Farías, Pablo
publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Internet advertising
banners
advergames
casual browsers
information seekers.
title_short The effect of advergames, banners and user type on the attitude to brand and intention to purchase
title_full The effect of advergames, banners and user type on the attitude to brand and intention to purchase
title_fullStr The effect of advergames, banners and user type on the attitude to brand and intention to purchase
title_full_unstemmed The effect of advergames, banners and user type on the attitude to brand and intention to purchase
title_sort The effect of advergames, banners and user type on the attitude to brand and intention to purchase
author Farías, Pablo
author_facet Farías, Pablo
author_role author
dc.contributor.author.fl_str_mv Farías, Pablo
dc.subject.por.fl_str_mv publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Internet advertising
banners
advergames
casual browsers
information seekers.
topic publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Publicidad en Internet
banners
advergames
navegadores casuales
buscadores de información.
Internet advertising
banners
advergames
casual browsers
information seekers.
description Purpose – This research was intended to analyze the effectiveness ofadvergames in comparison with banners. In addition, it seeks to analyzewhether the type of user (someone who just casually browses theInternet vs. someone looking for product information on the Internet)will influence the effectiveness of both Internet advertising formats.Design/methodology/approach – An experiment with 15participants controlling perceived entertainment.Findings – it has been observed that advergames are not superior tobanners in improving the attitude towards brand and intention topurchase. These results are independent of the type of user (casualbrowsers vs. information seekers).Originality/value – While banners are traditional formats in Internetadvertising, other formats have emerged as technology advances, suchas advergames.
publishDate 2018
dc.date.none.fl_str_mv 2018-03-29
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/3784
10.7819/rbgn.v20i2.3784
url https://rbgn.fecap.br/RBGN/article/view/3784
identifier_str_mv 10.7819/rbgn.v20i2.3784
dc.language.iso.fl_str_mv eng
spa
language eng
spa
dc.relation.none.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/3784/pdf
https://rbgn.fecap.br/RBGN/article/view/3784/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2018 Review of Business Management
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Review of Business Management
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FECAP
publisher.none.fl_str_mv FECAP
dc.source.none.fl_str_mv Review of Business Management; Vol. 20 No. 2 (2018); 194-209
RBGN Revista Brasileira de Gestão de Negócios; Vol. 20 Núm. 2 (2018); 194-209
RBGN - Revista Brasileira de Gestão de Negócios; v. 20 n. 2 (2018); 194-209
1983-0807
1806-4892
reponame:Revista Brasileira de Gestão de Negócios (Online)
instname:Fundação Escola de Comércio Álvares Penteado (FECAP)
instacron:FECAP
instname_str Fundação Escola de Comércio Álvares Penteado (FECAP)
instacron_str FECAP
institution FECAP
reponame_str Revista Brasileira de Gestão de Negócios (Online)
collection Revista Brasileira de Gestão de Negócios (Online)
repository.name.fl_str_mv Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)
repository.mail.fl_str_mv ||jmauricio@fecap.br
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