Players' attitudes towards advertising in mobile games Online publication date: Mon, 01-Jul-2024
by Juliana Maria Magalhães Christino; Érico Aurélio Abreu Cardozo; Luisa Sepúlveda Martins
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 20, No. 3/4, 2024
Abstract: This study aimed to investigate particularities in the formation of favourable attitudes toward advertising in mobile game applications. For this purpose, the following constructs were elected: 1) entertainment, credibility, informativeness, irritation and personalisation from Sigurdsson et al. (2018); 2) general attitudes towards ads and general attitudes towards in-game ads from Poels et al. (2013); 3) the reward construct from Busch et al. (2013) as a pioneer extension ever made in studies related to in-app ads (within the apps) of the interstitial-type specifically in mobile games. A survey was conducted with 260 players. The data was analysed using structural equation modelling. The results showed 'entertainment', 'personalisation', 'attitudes toward general advertising' and 'irritation' are antecedents of attitude toward specific ads running in mobile games, along with 'rewards' are antecedents of behavioural intention to click and read the ads.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook