Research On The Influence Of Placement Types Of In-Game Advertising On Brand Attitude

From "gang up" to " winner winner,chicken dinner",video games have become an important way of entertainment and recreation in many people's daily life.Good games not only have a lot of users,but also the players' attention.Thus,many companies realize that brand advertising in the game is a good channel to get a lot of brand exposure and grab consumers' attentions.For in-game advertising,in order to prevent too much interference to players,the game developers try to place the brand advertisement into the scene of the game according to the content and scene of the game.Thus,a variety of advertising placement in the game came out.But how will different ways of placement affect the brand? The existing research has not been discussed in depth.Therefore,based on the two most popular ways of game placement: interactive placement(mainly for the placement of game props)and non-interactive placement(mainly for the placement of game scenes).Based on the narrative transportation theory to explore the interaction of placement types and brand-game matching degree on brand attitude.Considering flow theory and persuasion knowledge theory,use the brand engagement and brand psychological reactance as the mediator to consider the influencing mechanism from two paths.In this paper,two experiments were conducted to investigate the influence of advertising placement on brand attitude under different brand and game matching conditions.In experiment one,a racing mobile game was designed to verify the influence of the interaction between placement types and matching degree on brand attitude.In the experiment,sports drinks and milk were used as brand placement and interactive and non-interactive advertising placement were carried out on two brand products.123 subjects were recruited for the experiment.The results of Experiment one shows that the interaction between placement types and matching degree has an impact on brand attitude.Interactive implantation has a better brand attitude than noninteractive implantation when brand and game match is high.When the matching degree between brand and game is low,non-interactive placement has better brand attitude than interactive placement.In order to further understand the impact mechanism,at the same time,to ensure the stability of the experimental results and make up for the shortcomings.Therefore,this paper designs experiment two and redesigns a computer game of playing airplane.Mainly verifies the mediating role of brand engagement and brand psychological resistance,and re-proves the results of experiment one.In experiment two,200 participants were recruited for the experiment,in which oil and paint were used as brand placement,and interactive and non-interactive advertising placement were performed on the two brand products.The results of Experiment two prove the conclusion of Experiment one again,and verify the mediating role of brand engagement and brand psychological resistance.Furthermore,brand engagement will positively affect brand attitude,while brand psychological resistance will negatively affect brand attitude.In this study,the experimental method was used to study the impact of the placement types and the interaction between brand and game matching on brand attitude,which complemented the lack of research on the placement types of in-game advertising.At the same time,based on narrative transportation theory,flow theory and persuasion knowledge theory,this paper proves the mediating role of brand engagement and brand psychological resistance,explaining the influence mechanism of different situations of advertising placement on brand attitude and enriches the research in the field of in-game advertising.Finally,by revealing the relationship between different brands and game matching degree and placement types,this paper provides practical reference for the enterprise's game advertising,so that the enterprise can achieve better advertising effect.