Abstract
Owing to the latest technological advancements, alternative ads based on digital technology have been increasing exponentially compared to traditional ads such as TV and newspaper ads. Advergaming utilizing online video games was recently becoming popular as a new form of advertisement. Although the marketing and communication industries make more use of advergaming every day and despite being a growing marketing platform, there is a lack of research in the marketing literature that examines the underpinning behavioural theories for advergaming implications. Accordingly, this article aims to identify fundamental consumer behaviour theories such as Social Cognitive Theory, Limited Capacity Model, Elaboration Likelihood Model etc. to understand whether advergames can positively influence players toward a particular brand. This study suggests that eight major theories from the consumer behaviour field are relevant to elaborate players' behaviour in advergames as well as providing a holistic understanding of this new media.
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