University of Twente Student Theses
Exploring the advertising effects of persuasion knowledge on in-game advertising for stream viewers
Eijk, A.A. van (2025) Exploring the advertising effects of persuasion knowledge on in-game advertising for stream viewers.
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| Abstract: | Objective. Persuasive in-game advertising is increasingly being used in online games. These persuasive advertisements are not only viewed by the player of the game itself but also by viewers of online streams in which the game is played. Although there is a lot of knowledge about the effects of persuasion knowledge in general, there is very little knowledge about the effects of persuasion knowledge on viewers of an in-game advertisement shown in an online stream. This study investigated the advertising effects of streamer ad acknowledgement, advertising prominence and platform ad acknowledgment on game streaming viewers and the potential effect of persuasion knowledge. Methods. For this research a quantitative online 2 (platform ad acknowledgement vs no platform ad acknowledgement) x 2 (streamer ad acknowledgement vs no streamer ad acknowledgement) x 2 (advertising prominence vs no advertising prominence) between subject experimental design was conducted among 158 participants. Of those participants 50.6% were female and 49.4% were male. Most participants native language was Dutch (79.7%) followed up by German (7.0%). Results. No effects were found for advertising prominence, platform ad acknowledgement or streamer ad acknowledgement on brand recall, brand recognition, purchase intention or brand attitude. Advertising prominence, platform ad acknowledgement and streamer ad acknowledgement did positively increased persuasion knowledge and there was a correlation effect found between persuasion knowledge brand recall, brand recognition and purchase intention. There was no mediation effect found for the manipulations on the advertising effects through persuasion knowledge. There was no interaction effect found. Conclusion. This study suggests that being open and transparent about persuasive marketing attempts in a live stream can help build trust towards the brand and overcome or avoid negative coping responses towards persuasion knowledge. This study helps marketeers with using persuasive ads in online streams, gives streaming platforms insights in improving trustworthiness without influencing advertising effects and provides streamers and e-sporters with arguments to attract brand advertisers. Keywords: persuasion knowledge, advertising effects, online streams, online games, persuasive advertising, in-game advertising |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Science MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/105166 |
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