In-game advertising and brand purchase intentions: an SOR perspective

Purpose - This study aims to examine the effects of in-game advertisement congruity, interactivity and intrusiveness on garners' attitude towards advertising and purchase intention towards advertised brands based on the stimulus-organism-response (SOR) model. Design/methodology/approach - This study uses a structured online questionnaire to collect the data from 311 gainers aged between 18 and 35 years. This study examines mediation using bootstrapping. Findings - This study authenticates the appropriateness of the SOR model in predicting the advertised brand purchase intentions. The results of this study indicated that attitude has a significant mediating role in the relationship of advertisement congruity, interactivity and intrusiveness with advertised brand purchase intentions. The results further revealed that this mediation was partial for all three relationships. Practical implications - The outcomes of the study are expected to benefit researchers and scholars to identify future research directions and thereby extend current know-how on gamification in general and ingame advertising in particular. The study findings will hold significance for marketers, advertisers and media planners too. By bringing out specific allied issues connected with in-game advertising, this study will help these stakeholders to plan their marketing campaigns in an efficient manner leading to higher traction and return on investment. Originality/value - This study provides a new perspective to comprehend the purchase intention of garners for brands advertised in online games through mediation by applying the underpinnings of the SOR model.