KOREASCHOLAR

INVESTIGATING CONSUMERS’ PRIVACY CONCERNS, ATTITUDES TOWARDS IN-GAME ADVERTISEMENTS, AND BEHAVIORAL OUTCOMES

Gina A. Tran, Atefeh Yazdanparast
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422774
Download
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.788-789
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

As the popularity of gaming has increased, the importance and effectiveness of in-game advertisements have become more relevant to marketers. However, despite this development, both marketing academics and practitioners do not fully comprehend how consumers respond to in-game advertisements. This study focuses on the dynamics associated with in-game advertisements, considering the privacy concerns and ad relevance expectations of consumers/gamers.

Keyword
Attitude towards in-game adsWord-of-mouthPurchase intentionsPrivacy concerns
Author
  • Gina A. Tran(Florida Gulf Coast University, United States of America)
  • Atefeh Yazdanparast(Clark University, United States of America)