نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی

2 دانشجوی کارشناسی ارشد مدیریت بازاریابی/دانشگاه علامه طباطبائی

چکیده

بازی‌های دیجیتال جدیدترین رسانه برای تبلیغات در فضای مجازی می‌باشند و در بین رسانه‌های دیجیتال برای تبلیغات سریع‌ترین رشد رادارند، در این تحقیق با هدف بررسی تأثیر محتوای تبلیغاتی در بازی‌های دیجیتال بر یادآوری تبلیغات ، 5 عامل مؤثر بر محتوا را شناسایی کردیم که این عوامل شامل آگاهی‌بخشی پیام تبلیغاتی در بازی‌های دیجیتال، جذابیت پیام ، تطابق محتوا با موضوع بازی، تعامل در محتوای تبلیغاتی و وجود مشوق‌های فروش در تبلیغ بودند،تحقیق از نظر هدف کاربردی و از نظر ماهیت توصیفی-پیمایشی می‌باشد و از ابزار پرسشنامه برای جمع آوری اطلاعات استفاده شده است، پایایی پرسشنامه از طریق محاسبه ضریب آلفای کرونباخ و روایی آن از طریق شاخص روایی همگرا و روایی سازه محاسبه شده است، برای بررسی تأثیر این عوامل نمونه‌ای به حجم 782 نفر از مردم تهران که درگیری رفتاری مناسبی با بازی‌های دیجیتال داشتند، مورد مطالعه قرار گرفتند، فرضیه اصلی تحقیق مورد تائید قرار گرفت و مشخص شد که محتوای با کیفیت بر یادآوری تبلیغ در بازی‌های دیجیتال مؤثر است. از بین عوامل مؤثر بر محتوای تبلیغات نیز تأثیر همه عوامل مورد تائید قرار گرفت و مشخص شد که تطابق تبلیغ با موضوع بازی دیجیتال مهم‌ترین عامل محتوایی مؤثر می‌باشد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of the content of advertising in digital games on brand reminders

نویسندگان [English]

  • Zohreh dehdashti shahrokh 1
  • MAHDI BASHIRPOUR 2

1 Associate Professor of Marketing Management, Department of Business Management, Faculty of Management & Accounting, Allameh Tabataba’I University Tehran, Iran.

2 MSc. Student in marketing Management, Faculty of Management allameh tabataba'i University, Tehran, Iran

چکیده [English]

Digital games are the latest media for advertising in cyberspace and among the fastest-growing digital media for advertising. In this research, we aimed to investigate the effect of advertising on digital advertising on reminder advertising, identified five factors affecting the content, including informing Message, message attractiveness, content accordance with the subject of the game, interaction in advertising content and the existence of sales promotion in the ads. To examine the effect of these factors, a sample of 782 people in Tehran who had behavioral behaviors above average with digital games was studied. It placed the main hypothesis of the research was confirmed, and it was determined that quality content is effective in reminding advertisers in digital games. Among the factors influencing the content of advertising, the impact of all factors was confirmed and it was found that the adaptation of advertising with the subject of digital play is the most important factor in content.

کلیدواژه‌ها [English]

  • in game advertising
  • digital advertising content
  • digital advertising reminders
  • advertising compliance with digital gaming
  • digital marketing
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