游戏化会影响社交媒体的广告效果吗?

IF 3.1 Q1 COMMUNICATION Journal of Communication Management Pub Date : 2023-12-04 DOI:10.1108/jcom-03-2023-0034
Reihaneh Alsadat Tabaeeian, Shakiba Rahgozar, Atefeh Khoshfetrat, Samira Saedpanah
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引用次数: 0

摘要

本文的目的是研究广告中的游戏化如何影响社交媒体广告的有效性。设计/方法/方法根据游戏化文献,沉浸感、成就和社交互动特征被确定为特征,广告效果因素是品牌关注、品牌喜爱和回忆。采用问卷调查收集数据,并采用结构方程建模方法对模型进行检验。结果表明,沉浸感、成就感和社会互动特征影响广告效果。此外,广告效果因素对购买意愿有显著影响。独创性/价值本研究通过提供游戏化的特征,有助于将游戏化与广告相结合,这些特征可以通过品牌关注、喜欢和回忆来提高广告效果。最后,它为他们如何在广告过程中使用游戏化提供了管理指导。
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Can gamification affect the advertising effectiveness in social media?

Purpose

The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.

Design/methodology/approach

Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.

Findings

The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.

Originality/value

The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.

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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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