Research Of Social Network Advergame Interaction Of Fun And Reward On Players’ Brand Knowledge

The tremendous improvement of Web2.0has brought the method of brandcommunication an interesting change, marketers started to put the advertisements ondigital media、social network games(SNG) and social network instead of magazinesand TVs. And SNGs are the most popular platform, because there are millions ofplayers are attending those games through their Personal computers and smartphones.The industry research companySocial game advertising is very popular in the market, but do not attractacademic attention. The effect of game product placement in Chinese market does nothave a scientific evaluation system for assessment is nearly in blank stage. More andmore business owners found the assessment of product placement ad’s effect is verydifficult.Therefore, this study focus on the social game advertising, the main research ofSNG advertisements are how to influence consumers’ brand awareness, we build theconceptual model and propose hypothesis after literature review and data analysis.The study model is the interaction impact of game entertainment and game reward inconsumers’ brand awareness. And we use SPSS20.0to analyze the data. Finally, weget the final conclusion and discuss these findings for Inspiration enterprises. Thisarticle concluded as follows:1) Interaction of game entertainment and game reward on brand awarenessWhen players play the low entertaining games, the players tend to see the prizemore significant, but this is a double edged sword, the games with low entertainmentand no reward lead to lower participation and low brand awareness. When players arein a high entertaining game environment, whether the player win the prize or not bothwould not significantly affect the brand awareness.2) Game attitude of players worked as mediating effect in brand awarenessSocial game’s winners and losers would not only affect the player emotions but alsoaffect their attitude towards the game. Game entertainment also affects the players’game attitude, and those who have a positive attitude towards the brand would havegood brand knowledge and brand awareness.3) The relationship intensity has moderation effect on brand awareness Through reading literatures and experimental research, we proposed twoimportant factors that affect the players brand awareness: game entertainment andgame reward. When Players participate in games with friends they would notconcerned about the game entertainment, different game entertainment level havesimilar impact on brand awareness. However, the effect of strength of the relationshipamong players on game reward is not significant.This study has a certain theoretical and practical contributions. This papersuggests marketers should put great attention on social game advertisement; the bestplatforms are social games with simple fun and easy to share. Marketers also can setup incentives to attract new users to get more media exposure. There are many kindsof reward arrangement (daily rewards, incentives and irregular surprise checkpointsetc.,) all contribute to raise brand awareness of players.