Product placement in video games. An analysis of the impact of product placement in video games on customers purchasing decision презентация
Содержание
- 2. Table of contents
- 3. Introduction
- 5. The research is relevant because its topic corresponds to the current situation in marketing, and people
- 6. Literature Review
- 7. Product placement has been used in video games since the 1980s (Lehu 2009) Pepsi Invaders (1883)
- 8. Games can be created specifically for the sake of advertising a brand or product (so- called
- 9. Product placement in video games can be present at the visual or verbal level. Uncharted 3:
- 10. Example of effective advertising in video games-the presidential campaign of Barack Obama Xbox 360’s Burnout Paradise
- 11. The most primitive type of product placement in a computer game FIFA 19
- 12. The second level of quality of advertising integration is illustrative integration Final Fantasy XV
- 13. In the present study we aim to understand the effectiveness of product placement and, considering the
- 14. Conceptual model and hypotheses
- 15. Hypotheses
- 16. Methodology
- 17. Research epistemology used in this paper is both positivist and interpretivist. A quantitative descriptive study is
- 18. Demographic characteristics of the sample
- 19. Results
- 20. The present study utilized a Partial Least Square-Structural Equation Modelling (PLS-SEM) approach to test the conceptual
- 21. Descriptive, Cronbach’s Alpha, CR, rho_A and AVE scores
- 22. Discriminant validity-HTMT ratio scores
- 23. Hypothesis test
- 24. Discussion
- 25. Summary of results
- 26. Conformation of research hypotheses H1: The product placement perception has a positive impact on Brand Recognition.
- 27. Conformation of research hypotheses H4: Quality of Virtual Reality has a positive impact on Brand Familiarity.
- 28. The correlation between current research and other researches in the field Mau et al. (2008) assume
- 29. The correlation between current research and other researches in the field Glass (2007) considers product placement
- 30. Conclusion
- 32. The research questions were the following: In which cases product placement in video games is effective
- 33. -Product placement is effective in cases when brands that are well known to the audience are
- 34. -The attitude of players to such advertising affects the effectiveness of product placement in video games.
- 35. The survey method was used in this study to collect data. To participate in the survey
- 36. Respondents are generally positive about product placement. Advertising in the game enhances its realism and does
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