The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement

• Main Authors: Rana K. Al-Soluiman, Abdallah Q. Bataineh, Sameer M. Al-Jabaly, Hanadi A. Salhab
• Format: Article
• Language: English
• Published: LLC "CPC "Business Perspectives" 2020-09-01
• Series: Innovative Marketing
• Subjects: advergames; credibility; entertainment; informativeness; irritation; Jordan
• Online Access: https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/14031/IM_2020_03_Al-Soluiman.pdf
• ISSN: 1814-2427; 1816-6326

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.