Effect of in-game situations and advertisement animation in eSports on visual attention, memory, brand attitude and behavioral intentions

Bibliographic Data

ID6152074
AuthorsByungjae Min (0009-0000-3394-8250, Pukyong National University), Daehwan Kim (0000-0001-5592-5981, Pukyong National University), Yong Jae Ko (0000-0002-4134-2539, University of Florida Department of Sport Management)
Year2025
Volume35
Issue5
Pages1915-1936
Publication date2025-03-14
Open AccessNo
TypeARTICLE
VenueInternet Research (JOURNAL)
Journal identifiersISSN: 1066-2243 • E-ISSN: 2054-5657
PublisherEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-03-2024-0491
OpenAlexW4408464573
LanguageEN
References cited73

Purpose The purpose of this study was to examine the effects of in-game situations (battle vs non-battle) and advertisement animation (static vs animated) on visual attention, memory, brand attitude and behavioral intention in eSports. Design/methodology/approach A 2 (advertisement animation: static vs animated) × 2 (in-game situations: non-battle vs battle) between-subject factorial design was developed. Participants wearing eye trackers watched a 2-min-and-30-s stimulus featuring manipulated variables. Subsequently, they completed a questionnaire designed to measure variables. Findings In-game situations significantly influenced visual attention, with non-battle contexts eliciting higher fixation duration and count. Moreover, fixation count positively affected both explicit and implicit memory. Additionally, implicit memory enhanced brand attitude, which in turn positively affected behavioral intention. Practical implications These findings guide eSports event organizers and brand managers in optimizing advertisement placement. Advertisements should be positioned in non-battle situations, where visual attention is higher. Repeated brand exposure is more effective than prolonged single exposures for enhancing memory retention and brand attitude. Lastly, unobtrusive advertisement exposure is essential because implicit memory plays a key role in shaping consumer attitudes and behavioral intentions. Originality/value This study advances eSports advertising research by identifying psychological mechanisms influencing consumer behavior. Moreover, the study extends the Limited Capacity Model of Motivated Mediated Message Processing (LC3MP) by demonstrating how cognitive resource allocation varies across in-game situations and advertisements. Furthermore, this research contributes to self-perception theory and the mere exposure effect by clarifying the distinct roles of explicit and implicit memory in shaping brand attitudes

Advertising · Animation · Business · Cognitive psychology · Computer graphics (images · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Games and Media · Digital Marketing and Social Media · Psychology

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