| spelling |
2022-06-27T22:46:09Z2022-06-27T22:46:09Z2018-061702187203https://doi.org/10.5585/remark.v17i2.35342177-5184http://hdl.handle.net/1843/42721Objetivo: Este artigo objetivou explicitar o efeito gerado por estratégias de advergaming na atitude dos jogadores em relação à marca, assim como a frequência de lembrança e recordação proporcionadas. Método: Foram comparadas as características das principais estratégias do advergaming, os advergames(jogos com temática de marcas) e os in-game advertisings(jogos com inserção de marcas). Para testar as hipóteses de pesquisa foi realizado experimento com amostra de 165 estudantes universitários, dividida de forma randômica em três grupos que jogaram jogos criados na plataforma GameSalad para o estudo, com diferentes níveis de exposição de marca: jogo sem inserção de marca, jogo com inserção da marca fictícia no background(in-game advertising) e jogo com temática da marca fictícia (advergame).Originalidade/Relevância: Tendo em vista o escasso número de trabalhos sobre o tema advergaming, sobretudo em periódicos nacionais onde ainda não foram publicados trabalhos realizando experimento acerca de sua efetividade, este artigo contribui para melhor compreensão do tema, apresentando uma reflexão sobre a efetividade dos in-game advertisings e advergames. Resultados: Os resultados mostraram que advergamese in-game advertisings provocam uma mudança significativamente positiva na atitude em relação à marca e que as frequências observadas de lembrança e recordação da marca são significativamente maiores em advergames em comparação a in-game advertisings. Contribuições teóricas/metodológicas: O artigo apresenta evidências de que a utilização de advergaming é efetiva na construção de uma atitude favorável em relação à marca, assim como no aspecto da construção da conscientização de marca.Objective: This article aimed to explain the generated effect of advergaming strategies in the attitude of the players towards the brand, as well as the recall of the brand. Method: Were compared the characteristics of the main strategies of advergaming, the advergames (brand-themed games) and the in-game advertisings (games with the addition of brands). To test the hypotheses an experiment was conducted with a sample of 165 University students, divided randomly into three groups that played games created in GameSalad platform with different exposure levels of brand: game without brand, fictional brand insertion in the background (in-game advertising) and fictional brand-themed game (advergaming). Originality/Relevance: Considering the small number of papers on the advergaming theme, especially in national journals where no studies have yet been published experimenting its effectiveness, this article contributes to a better understanding of the theme, presenting a reflection on the effectiveness of in-game advertisings and advergames. Results: The results showed that advergames and in-game advertisings cause a significantly positive change in attitude towards the brand and that the observed frequency of memory and recall of the brand are significantly higherin advergames compared to in-game advertisings. Theoretical/Methodological Contributions: The paper presents evidence that the use of advergaming is effective in building a favorable attitude towards the brand, as well as in the aspect of building brand awareness.porUniversidade Federal de Minas GeraisUFMGBrasilFCE - DEPARTAMENTO DE CIÊNCIAS ADMINISTRATIVASREMark: Revista Brasileira de MarketingMarketing na internetJogos da InternetPropagandaAdvergamingIn-game AdvertisingEstratégia Promocional InterativaA efetividade das estratégias de advergaming: um estudo experimental comparando advergames e in-game advertisingsinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttps://periodicos.uninove.br/remark/article/view/12204Izabella Bueno FernandesRicardo Teixeira VeigaFábio Roberto Ferreira Borgesapplication/pdfinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFMGinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGLICENSELicense.txtLicense.txttext/plain; charset=utf-82042https://repositorio.ufmg.br/bitstream/1843/42721/1/License.txtfa505098d172de0bc8864fc1287ffe22MD51ORIGINALA EFETIVIDADE DAS ESTRATÉGIAS DE ADVERGAMING UM ESTUDO EXPERIMENTAL COMPARANDO ADVERGAMESE IN-GAME ADVERTISINGS.pdfA EFETIVIDADE DAS ESTRATÉGIAS DE ADVERGAMING UM ESTUDO EXPERIMENTAL COMPARANDO ADVERGAMESE IN-GAME ADVERTISINGS.pdfapplication/pdf656836https://repositorio.ufmg.br/bitstream/1843/42721/2/A%20EFETIVIDADE%20DAS%20ESTRAT%c3%89GIAS%20DE%20ADVERGAMING%20UM%20ESTUDO%20EXPERIMENTAL%20COMPARANDO%20ADVERGAMESE%20IN-GAME%20ADVERTISINGS.pdf278b00d8f4d3537d788ebe1c562f51ecMD521843/427212022-06-27 19:46:09.748oai:repositorio.ufmg.br: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Repositório InstitucionalPUBhttps://repositorio.ufmg.br/oaiopendoar:2022-06-27T22:46:09Repositório Institucional da UFMG - Universidade Federal de Minas Gerais (UFMG)false
|