KOREASCHOLAR

EXPLORATION OF CUSTOMERS WHO REPEAT IMMEDIATELY: AN EMPIRICAL INVESTICATION OF A JAPANESE DIRECT MARKETING

Ushio Dazai, Takashi Okutani
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422775
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.790-791
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
  • Ushio Dazai(Fukuoka University, Japan)
  • Takashi Okutani(Oisix ra daichi Inc., Japan)