Research Oncongruity’s Influence On Consumers’ Brand Cognitionin SNS-based Embededadvergames

With the development of social networking sites, its business value make moreand more company use social networking sites as a platform to promote their brand,especially embeded advertising games which are based on SNS. This article tries tofind out the influence of brand-gamecongruity on brand cognition.Based on previous study, this article adds SNS interactivity into the study modelas a moderator.This article use experimental method, designed three2*2experiments.It findsthat brand-game congruity in SNS embeded advertising game has an appreciableimpact on brand cognitionwhich includes brand awareness and brand image. Thisarticle expands the study into scene congruity, function congruity and life stylecongruity. It finds that for scene congruity and function congruity, lower congruitymeans higher brand awareness for consumers. For life style congruity, highercongruity means higher brand awareness for consumers. No matter which congruity itis, higher congruity always means higher brand image for consumers. The SNSinteractivity also moderates this process.Lastly this article gives the management advices based on the study, which saysthat when companies try to use social networking sites as a platform to promote theirbrand, they should pay attention to the brand-game congruity from scene, functionand life style. Based on the different situation, companies can segment the customersinto different groups andcompanies cantarget on different groups to carry out SNSmarketing, which makes better brand cognition in customers.