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Fashion advertising in digital games : An experiment on brand recall and purchase intention after watching a let’s play video

Steinerte, Gerda (2021) Fashion advertising in digital games : An experiment on brand recall and purchase intention after watching a let’s play video.

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Abstract:Purpose: The popularity of digital games and let’s play videos is increasing every year. Lately fashion industry has been doing the first attempts of entering the digital game market by placing advertisements within the games. For this reason, the purpose of this study is to examine the effects of fashion advertisements in let's play videos on brand recall and purchase intention, depending on the placement of advertisement. Methodology: The experiment was 2 (no advertisement in environment versus advertisement in environment) x2 (no advertisement on avatar versus advertisement on avatar) between-subjects design. Study consisted of 218 participants, the respondent gender ratio consists of 65.1% male, 32.1% female, 1,4% non-binary / third gender, and 1.4%. Findings: The results showed that brand recall is higher when advertisements are displayed in the game environment, compared to avatar. It is possible to significantly increase brand recall by combining both types of advertisements. No significant effect of advertisement placement on purchase intention was found. Value: This paper provides an insight on how to implement advertisements in let’s play videos to achieve the highest brand recall rates. Keywords: Fashion advertising, Digital games, Let's plays, Brand recall, Purchase intention, Advergames
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/89089
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