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Customer Inspiration via Advertising Value of Pop-Up Ads in Online Games

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HCI in Games (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12211))

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Abstract

Pop-up ads in online gaming is an emerging phenomenon on the internet that provide massive opportunities for business enterprises. Despite its importance for any businesses, do gamers get inspired by pop-up ads? To answer the query, we develop the conceptual model predicting customer inspiration through perceived advertisement value of pop-up ads in the context of online games. Based on the conceptual model, we first aim to highlight the factors that can motivate gamers to interact with pop-up ads in online games and gain perceived advertisement value of pop-up ads. After that, we intend to understand the impact of perceived advertisement value of pop-up ads on customer inspiration. Our study makes several notable contributions to the literature. First, we apply and extend Ducoffe model of advertisement value in pop-up ads, especially in online games. Second, we add audio and visual aesthetic factors in the existing Ducoffe model. Third, we primarily focus on predicting customer inspiration through perceived advertisement value of pop-up ads in online games.

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Author information

Authors and Affiliations

  1. Faculty of Management Sciences, Shaheed Zulfiqar Ali Bhutto Institute of Science and Technology (SZABIST), Islamabad, Pakistan

    Amir Zaib Abbasi

  2. Department of Management and Humanities, Universiti Teknologi PETRONAS, Bander Seri Iskander, 32610, Tronoh, Perak, Malaysia

    Ali Hussain & Ding Hooi Ting

  3. Research Group Entertainment Computing, University of Vienna, Vienna, Austria

    Helmut Hlavacs

  4. Department of Management Sciences, Faculty of Engineering, University of Waterloo, Waterloo, Canada

    Muhammad Umair Shah

  5. Systems Design Engineering Department, University of Waterloo, Waterloo, Canada

    Umair Rehman

Authors
  1. Amir Zaib Abbasi
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  2. Ali Hussain
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  3. Helmut Hlavacs
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  4. Muhammad Umair Shah
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  5. Ding Hooi Ting
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  6. Umair Rehman
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Correspondence to Amir Zaib Abbasi .

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Editors and Affiliations

  1. DePaul University, Chicago, IL, USA

    Xiaowen Fang

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Abbasi, A.Z., Hussain, A., Hlavacs, H., Shah, M.U., Ting, D.H., Rehman, U. (2020). Customer Inspiration via Advertising Value of Pop-Up Ads in Online Games. In: Fang, X. (eds) HCI in Games. HCII 2020. Lecture Notes in Computer Science(), vol 12211. Springer, Cham. https://doi.org/10.1007/978-3-030-50164-8_17

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  • DOI: https://doi.org/10.1007/978-3-030-50164-8_17

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-50163-1

  • Online ISBN: 978-3-030-50164-8

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