Twenty years of research on gamified advertising
A systematic overview of theories and variables
Bibliographic Data
| ID | 21498131 |
|---|---|
| Authors | Zeph M C van Berlo (0000-0002-1008-8654, University of Amsterdam, corresponding author), Eva A Van Reijmersdal (0000-0002-3950-3524, University of Amsterdam), Martin K J Waiguny (0000-0003-3091-3698, IMC University of Applied Sciences Krems, Krems an der Donau, Austria) |
| Year | 2023 |
| Volume | 42 |
| Issue | 1 |
| Pages | 171-180 |
| Publication date | 2023-01-02 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2022.2143098 |
| OpenAlex | W4309077182 |
| Language | EN |
| Citations received | 10 |
| References cited | 36 |
Gamified advertising has received considerable attention from advertising scholars over the last two decades. In the literature, two main types of gamified advertising can be identified: in-game advertising (IGA) and advergames (AG). In this article, we synthesize 20 years of research into these types of advertising – and pay special attention to the role played by the International Journal of Advertising (IJA). We give a systematic overview of the most often used theories explaining the persuasive effects of advertising in games (in-game advertising) and through games (advergames) and discuss the main conclusions that can be drawn from the existing gamified advertising literature. Furthermore, we propose a framework that offers an overview of the most important ad, game, and player characteristics influencing the effectiveness of gamified advertising. Finally, we look ahead and discuss the future of research on gamified advertising
Advertising · Advertising campaign · Advertising research · Business · Informative advertising · Native advertising · Online advertising · The Internet · World Wide Web · Computer Science · Digital Games and Media · Digital Marketing and Social Media · Educational Games and Gamification
From awareness to action
How Metaverse advertising can influence consumers making travel decisions
What we do not know about advergames
Advergames and Consumer Brand Engagement
Experiencing Branded Apps
Brand embeddedness in advergames through brand–game congruence and brand prominence
From intrusion to advantage
From play to community
Beyond points and badges
Social contexts affecting the persuasiveness of gamified advertisement
Communication and Persuasion
Automaticity in social-cognitive processes
Reconsidering Advertising Literacy as a Defense Against Advertising Effects
Organizational Information Requirements, Media Richness and Structural Design
The Gamification of Branded Content
Why do people watch others play video games? An empirical study on the motivations of Twitch users
The Gamification of Advertising
The Limited Capacity Model of Mediated Message Processing
Self-efficacy
Understanding Media Enjoyment
Attitudinal effects of mere exposure
Heuristic versus systematic information processing and the use of source versus message cues in persuasion
Homo ludens
"On the Use of the Mass Media as "Escape
Mood Management Through Communication Choices
The Persuasion Knowledge Model
Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
| Citations per year | 3.33 |
|---|---|
| Citation span | 2023 - 2026 (4) |
| Highly cited | No |