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Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
<mark>Journal publication date</mark> | 3/01/2022 |
---|---|
<mark>Journal</mark> | Industrial Management and Data Systems |
Issue number | 1 |
Volume | 122 |
Number of pages | 29 |
Pages (from-to) | 78-106 |
Publication Status | Published |
Early online date | 5/10/21 |
<mark>Original language</mark> | English |
Findings – This study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way.
Originality/value – This study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time.