Please use this identifier to cite or link to this item: http://hdl.handle.net/10497/22819
Title: 
Authors: 
Subjects: 
Advertising
Brand awareness
Experiment
FIFA 18
NBA 2K19
Recall
Recognition
Sponsorship
Issue Date: 
2021
Citation: 
Leng, H. K., Ibrahim Mohamad Rozmand, Low, Y. H., & Phua, Y. X. P. (2021). Effect of social environment on brand recall in sports video games. International Journal of Gaming and Computer-Mediated Simulations (IJGCMS), 13(1), Article 1. https://doi.org/10.4018/IJGCMS.20210101.oa1
Abstract: 
Studies have shown that in-game advertisements can be effective. However, these studies typically examine single player scenarios. This study aimed to investigate the effects of social dynamics on brand awareness of in-game advertisements in sports video games. Two studies were conducted with soccer and basketball simulation games. In each study, participants were split into two groups where they either played against a computer-controlled opponent or against another player. For both studies, independent-samples t-tests were conducted to compare the recall rates between both groups. Both studies showed similar findings where respondents in the single player group reported higher recall and recognition rates when compared to respondents in the multi-player group. These findings suggest that the social environment can affect the effectiveness of in-game advertisements.
URI: 
ISSN: 
1942-3888 (print)
1942-3896 (online)
DOI: 
Grant ID: 
Nanyang Research Program
Funding Agency: 
Nanyang Technological University, Singapore
File Permission: 
Open
File Availability: 
With file
Appears in Collections:Journal Articles

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