Anak-anak dan Advergame: Pengaruh Pengalaman Flow dan Persuasion Knowledge pada Sikap dan Niat Pembelian
Abstract
Playing a video game has become a favorite activity for children. One of the marketing efforts to attract their attention is by combining advertising and entertainment in the form of advergame or advertising game. Childhood is considered as a critical period towards the impact of advertising. As more advergame played especially intended for children, this study aims to analyze the effectiveness of advergame through flow experience and persuasion knowledge towards advergame and brand attitude as well as their purchase intention towards the embedded product in the game. This study was participated by 218 children aged 10-12 years old in Jakarta and Surabaya. Seven hypotheses were proposed to be analyzed further. Different from the previous studies, this study shows that attitudes on advergame do not influence the children intention to purchase the advertised product. The findings also offer some implications, limitations and directions to the future research.
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References
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Csikszentmihalyi, M., & Lefevre, J. (1989). Optimal Experience in Work and Leisure. Journal of Personality and Social Psychology, 56(5), 815-822.
Evans, N. J., & Park, D. (2015). Rethinking the Persuasion Knowledge Model: Schematic Antecedents and Associative Outcomes of Persuasion Knowledge Activation for Covert Advertising. Journal of Current Issues & Research in Advertising, 36(2), 157-176.
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Friestad, M., & Wright, P. (1999). Everyday Persuasion Knowledge. Psychology & Marketing, 16(2), 185-194.
Gross, M. L. (2010). Advergames and the Effects of Game-Product Congruity. Computers in Human Behavior, 26(6), 1259-1265. doi: 10.1016/j.chb.2010.03.034
Gunter, B. (2016). Kids and Branding in a Digital World. Manchester: Manchester University Press.
Gurău, C. (2008). The Influence of Advergames on Players' Behaviour: An Experimental Study. Electronic Markets, 18(2), 106-116. doi: 10.1080/10196780802044859
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Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. doi: 10.2753/MTP1069-6679190202
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Hang, H., & Auty, S. (2011). Children Playing Branded Video Games: The Impact of Interactivity on Product Placement Effectiveness. Journal of Consumer Psychology, 21(1), 65-72. doi: 10.1016/j.jcps.2010.09.004
Hendriyani, Hollander, E., D'Haenens, L., & Beentjes, J. W. J. (2012). Children's media use in Indonesia. Asian Journal of Communication, 22(3), 304-319.
Hernandez, M. D. (2008). Determinants of Children’s Attitudes towards "Advergames": The Case of Mexico. Young Consumers, 9(2), 112-120. doi: 10.1108/17473610810879684
Hernandez, M. D. (2011). A Model of Flow Experience as Determinant of Positive Attitudes Toward Online Advergames. Journal of Promotion Management, 17(3), 315-326. doi: 10.1080/10496491.2011.596761
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Published
2020-08-31
How to Cite
SOEBANDHI, Santirianingrum; HARTINI, Sri; GUNAWAN, Sri.
Anak-anak dan Advergame: Pengaruh Pengalaman Flow dan Persuasion Knowledge pada Sikap dan Niat Pembelian.
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan, [S.l.], p. 128 - 142, aug. 2020.
ISSN 2302-8890.
Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/62937>. Date accessed: 19 nov. 2024.
doi: https://doi.org/10.24843/MATRIK:JMBK.2020.v14.i02.p01.
Section
Articles
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