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Persuasive Advergames: Boon or Bane for Children
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Author(s): Rupa Rathee (Deenbandhu Chhotu Ram University of Science and Technology, India)and Pallavi Rajain (Deenbandhu Chhotu Ram University of Science and Technology, India)
Copyright: 2019
Pages: 18
Source title:
Application of Gaming in New Media Marketing
Source Author(s)/Editor(s): Pratika Mishra (Presidency University Bangalore, India)and Swati Oberoi Dham (New Delhi Institute of Management, India)
DOI: 10.4018/978-1-5225-6064-7.ch005
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Abstract
As the present consumer market is no longer bound to traditional forms of advertising, it has led to several advancements including marketing through online platforms like digital and social media. One such advertising format that appeals most to the youth is advergames. The younger generation spends lot of time on the internet, giving an opportunity to the marketers to make the best use of this medium. Advergames, which consist of online gaming and advertising, are considered a promising form of reaching the youth market. Therefore, this chapter attempts to deal with the concepts related to advergames and a small empirical study showing the impact of advergames on children. The results of the study showed that there existed a relationship between attitude towards advergames and several variables involved. The relationship was most significant between entertainment and attitude towards advergames. The study of demographic variables showed no significant impact of gender, but there was a significant correlation of age with the persuasion knowledge, escape, and attitude towards advergames.
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