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首页> 外文期刊>Journal of marketing communications >Do social advergames affect brand attitudes and advocacy?
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Do social advergames affect brand attitudes and advocacy?

机译：社交广告游戏会影响品牌态度和宣传吗？

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Advergames have been used for some time as a form of branded entertainment designed to engage prospective customers in a branded activity for an extended period of time. Increasingly, advergames are imbued with social qualities related to the rise in popularity of social media, especially social networking. Despite the popularity of social advergames, little is known about the brand benefits of incorporating social features into games. Moreover, while creativity has been studied in the context of more traditional advertising, less is known about its effects on brand development in the context of advergames. Although advertising creativity, as characterized by novelty and relevance, has been shown to impact advertised brands, it is not clear how creativity interacts with advergame socialness to affect brand development. To address these gaps in the literature, this paper reports on three experimental studies that compare the brand effects of advergames that enable social interactions to advergames that are not social. The results indicate that relative to non-social advergames, social advergames result in more positive game attitudes, attitudes toward the brand sponsor, and brand advocacy, particularly when advergames are novel. Finally, this article discusses implications for managers and directions for future research.
机译：Advergames作为一种品牌娱乐形式已经使用了一段时间，旨在使潜在客户长时间参与品牌活动。广告游戏越来越多地具有与社交媒体（尤其是社交网络）的普及有关的社交品质。尽管社交广告游戏广受欢迎，但将社交功能整合到游戏中对品牌的好处知之甚少。而且，尽管在更多传统广告的背景下研究了创造力，但在广告游戏背景下对创造力的影响知之甚少。尽管以新颖性和相关性为特征的广告创意已显示出会影响广告品牌，但尚不清楚创意如何与advergame社会性互动以影响品牌发展。为了弥补文献中的这些空白，本文报告了三项实验研究，比较了允许社交互动的广告游戏与非社交广告游戏的品牌效应。结果表明，相对于非社交广告游戏，社交广告游戏会产生更积极的游戏态度，对品牌赞助商的态度以及品牌拥护，尤其是在广告游戏新颖的情况下。最后，本文讨论了对管理人员的影响以及未来研究的方向。

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