Abstract
The video game and virtual reality became a new way of doing marketing considering their growing popularity and the advances of new technologies in the past few decades. In this paper is presented a research that investigates the impact of product placement in video games on gamers’ decisions on the purchase of goods from advertised. This research is focused on two of the most played games nowadays: FIFA 19 and Final Fantasy XV. A survey with 465 respondents was conducted to understand the antecedents that impact the purchase decision considering the stimulus originated from the product placement. To conduct the survey, a framework was designed based in the extant literature reviewed and finally considering the constructs of product placement, quality of virtual reality, brand recognition, brand familiarity, emotional response and purchase frequency. The results of the study suggest that gamers generally respond positively towards product placement and that product placement can indirectly impact emotional responses that will impact on consumer’s purchase intention. Hence, advertising in the video game enhances brand recognition and the perception of virtual reality. The framework presented in this paper represents the theoretical contribution of this paper, relating different concepts in the theory of product placement to the purchase intention. Therefore, the findings on this paper can help managers to find the best way to reach customers by improving the product placement strategy in the video games.
Highlights
In our research we want to understand in which cases product placement in video games are effective: What influences the effectiveness of this advertising strategy? How can it impact the purchasing decisions made by gamers?
The virtual reality is related to the gamer’s plores this relationship in our framework: experience in the video game and, when gamers see advertisements placed in their games inter- H3: Brand recognition has a positive impact on action, they become part of their virtual avatars brand familiarity
All the 465 respondents, 53.8% of partic- Further, we examined the Heterotraitipants are males, 45.4% females, and 0.9% others Monotrait (HTMT) ratio to check if the constructs and 67.7% of them are aged from 26 to 49 years old. have discriminant validity issue or not
Summary
Even when gamers perceive the hidden advertising, they would prefer such approach to explicit advertising (Marti-Parreno et al, 2017). Potential users of any brand can play video games, which make product placement a potentially effective advertising. In our research we want to understand in which cases product placement in video games are effective: What influences the effectiveness of this advertising strategy? To accomplish the aim of the study, we wanted to understand the impact of product placement in gamers’ decisions on the purchase of goods from advertised brands. The research is relevant because its topic corresponds to the current situation in marketing, the use of new technologies and the perception of gamers as target market for related marketed brands
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