Videogames-as-a-service: converting freemium- to paying-users through pop-up advertisement value

  • Ali Hussain, Amir Zaib Abbasi, Linda D. Hollebeek, Carsten D. Schultz, Ding Hooi Ting, Bradley Wilson
  • Journal of Services Marketing, August 2021, Emerald
  • DOI: 10.1108/jsm-05-2020-0164

What is it about?

The results indicate that pop-up ad-related incentives, entertainment, credibility, personalization, audio aesthetics, and irritation significantly affect user-perceived ad value. In turn, perceived ad value was found to affect players’ intent to install the advertised videogame.

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The following have contributed to this page: Dr Linda Hollebeek

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