The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement
This research aimed to investigate the impact of smartphone advergames characteristics on purchasing intentions. Four dimensions were considered (irritation, entertainment, credibility, and informativeness). To achieve this aim, the researchers developed a model based on literature reviews and previ...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2020-09-01
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| Series: | Innovative Marketing |
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| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/14031/IM_2020_03_Al-Soluiman.pdf |
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| author | Rana K. Al-Soluiman Abdallah Q. Bataineh Sameer M. Al-Jabaly Hanadi A. Salhab |
| author_facet | Rana K. Al-Soluiman Abdallah Q. Bataineh Sameer M. Al-Jabaly Hanadi A. Salhab |
| author_sort | Rana K. Al-Soluiman |
| collection | DOAJ |
| description | This research aimed to investigate the impact of smartphone advergames characteristics on purchasing intentions. Four dimensions were considered (irritation, entertainment, credibility, and informativeness). To achieve this aim, the researchers developed a model based on literature reviews and previous studies; a self-administrated questionnaire was designed and distributed over a convenience sample. The researchers used a quantitative method and a descriptive-analytical approach; the study sample consisted of 600 consumers, and 519 questionnaires were returned with an 86.5% response rate. Various statistical methods, including descriptive, simple linear regression, were used to analyze the data and test the hypotheses. This research’s key findings were that there is a statistically direct impact of irritation, entertainment, credibility, and informativeness on consumers’ purchasing intentions. Moreover, there is a mediating role of game involvement between advergames and consumers’ purchasing intentions. Hence, many Jordanian companies can use smartphone mobile advertising to increase sales and create product brand image among consumers. Smartphone advergaming provides numerous opportunities and challenges for advertisers in the current dynamic business environment.
AcknowledgmentThe authors are grateful to the Middle East University, Amman, Jordan, for the full financial support granted to this research project. |
| format | Article |
| id | doaj-art-deac2f00280c434983a80adcec3ccc0e |
| institution | DOAJ |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2020-09-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-deac2f00280c434983a80adcec3ccc0e2025-08-20T03:06:13ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262020-09-0116311312510.21511/im.16(3).2020.1014031The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvementRana K. Al-Soluiman0Abdallah Q. Bataineh1https://orcid.org/0000-0001-7770-3175Sameer M. Al-Jabaly2https://orcid.org/0000-0002-0041-7477Hanadi A. Salhab3https://orcid.org/0000-0002-4985-319XMBA Student, Faculty of Business, Marketing Department, Applied Science Private UniversityAssociate Professor, Faculty of Business, Marketing Department, Middle East UniversityAssociate Professor, Faculty of Business, Marketing Department, Middle East UniversityAssistant Professor, Faculty of Business, Marketing Department, Middle East UniversityThis research aimed to investigate the impact of smartphone advergames characteristics on purchasing intentions. Four dimensions were considered (irritation, entertainment, credibility, and informativeness). To achieve this aim, the researchers developed a model based on literature reviews and previous studies; a self-administrated questionnaire was designed and distributed over a convenience sample. The researchers used a quantitative method and a descriptive-analytical approach; the study sample consisted of 600 consumers, and 519 questionnaires were returned with an 86.5% response rate. Various statistical methods, including descriptive, simple linear regression, were used to analyze the data and test the hypotheses. This research’s key findings were that there is a statistically direct impact of irritation, entertainment, credibility, and informativeness on consumers’ purchasing intentions. Moreover, there is a mediating role of game involvement between advergames and consumers’ purchasing intentions. Hence, many Jordanian companies can use smartphone mobile advertising to increase sales and create product brand image among consumers. Smartphone advergaming provides numerous opportunities and challenges for advertisers in the current dynamic business environment. AcknowledgmentThe authors are grateful to the Middle East University, Amman, Jordan, for the full financial support granted to this research project.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/14031/IM_2020_03_Al-Soluiman.pdfadvergamescredibilityentertainmentinformativenessirritationJordan |
| spellingShingle | Rana K. Al-Soluiman Abdallah Q. Bataineh Sameer M. Al-Jabaly Hanadi A. Salhab The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement Innovative Marketing advergames credibility entertainment informativeness irritation Jordan |
| title | The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement |
| title_full | The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement |
| title_fullStr | The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement |
| title_full_unstemmed | The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement |
| title_short | The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement |
| title_sort | impact of smartphone advergames characteristics on purchasing intentions the mediating role of game involvement |
| topic | advergames credibility entertainment informativeness irritation Jordan |
| url | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/14031/IM_2020_03_Al-Soluiman.pdf |
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