Influence of in-game advertisement on purchase intention of KWASU male undergraduates
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Date
2020
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Abstract
This study explores the influence of in-game advertising on the purchase intention of male undergraduates of Kwara State University, Malete. It specifically explores the influence of exposure to an in-game advertisement in stimulating product knowledge, attitude, and purchase intention of products in select soccer games: FIFA and Pro Evaluation Soccer (PES). The researchers surveyed 357 male undergraduates from Kwara State University, Malete, Nigeria. The findings indicated that exposure to in-game advertising plays a significant role in arousing awareness, providing useful product knowledge, and arousing interest that reflects the likelihood of purchase. It was recommended that game developers in Nigeria should tap into possibilities of digital technologies to create highly interactive and fun driven games, targeting different markets, in order to attract advertisers and their agencies. This portends a positive economic impact. Also,
advertising agencies in Nigeria should explore game advertising. They can provide relevant product information in addition to providing both fun and learning experience in order to improve players’ moods towards the brand.
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Umeaku, P. C. & Dada, D.O. (2020). Influence of ingame advertisements on purchase intention of KWASU male undergraduates. FUOYE Journal of Communication, 4,160 - 175.