0000000000022882
AUTHOR
José Martí-parreño
The Role of Individual-Media Relationship and Consumer Personal Factors on Spanish Teenagers' Mobile Social Networking Sites Usage
Social Networking Sites (SNS) are gaining momentum as powerful tools of marketing communications. Mobile phones are becoming one of the most popular devices for accessing Social Networking Sites. In Spain, 44% of Social Networking Sites users access these sites on a daily basis while 79% of them access these sites on a weekly basis. Furthermore, it is notable that over 70% of Social Networking Sites users talk about and recommend commercial brands. This justifies the interest of the study of Social Networking Sites users from a marketing perspective. The aim of this research is to assess the influence of consumers` personal factors (attitude, innovativeness and gender) and individual-media …
The Role of Attitudes and Ethicality on Branded Video Games(Advergames) Acceptance
Advergames are branded video games that blur the line between entertainment and advertising. Advergames are gaining momentum among advertisers and advertising agencies fueled by their capability to engage teenagers and young adults with branded communications. This study focuses on consumers’ intentions to use advergames analyzing three attitudinal factors – attitude toward advertising, attitude toward product placement in video games, and attitude toward advergames- and the ethical evaluations of the use of advergames as an advertising format (ethicality). The proposed model was empirically tested using a sample of 304 college students. Major findings suggest that attitudes toward advergam…
Acceptance of Branded Video Games (Advergames)
Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their advantages for consumers (i.e., free entertainment content), advergames can also cause concern in consumers (i.e., advertising clutter), making it necessary to explore consumers' attitudes that lead to acceptance of advergames. This chapter analyses the factors that lead consumers to accept advergames as an advertising format analyzing three variables related to consumer-media relationships: 1) consumer attitude toward advertising, 2) consumer attitude toward the presence of brands in video games, and 3) previous experience…
User-Generated-Content
User-generated-content, also called user-generated-media, user-created-content, and consumer-generatedcontent, refers to all types of content, like pictures, videos, or posts, created by consumers and delivered through online platforms like social media. User-generated content is gaining momentum as a marketing communication tool in the form of contests (e.g., create-your-own advertisements, branded storytelling, or branded interactive applications). By allowing consumers to become prosumers and creating or co-creating brand messages, advertisers increase consumers´ exposure to and involvement with brand communications, which results in a greater level of brand engagement. This chapter anal…
Higher education instructors' intention to use educational video games: an fsQCA approach
Educational video games (EVGs) offer instructors a myriad of opportunities to motivate and engage students in the learning process. Nevertheless, instructors can be influenced by barriers that prevent them from using EVGs in their courses (e.g. lack of expertise with EVGs). Instructors can also be influenced by different drivers that might increase their intention to use EVGs. This research analyses the effects of four variables (perceived usefulness, perceived ease of use, attention, and relevance) as factors contributing or preventing the use of EVGs by instructors serving in Higher Education institutions. Data of 170 instructors, who were surveyed through an online questionnaire using a …
Branded Entertainment
Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid message develops in an increasingly convergent environment in which editorial content and advertising content are blended (Shrum, 2004). This indirect approach to deliver brand messages is gaining momentum as a marketing communications tool to engage consumers with brand messages in a non-interruptive and entertainment context. By using branded films, advergames, and other advertainment-type genres, advertisers aim to enhance consumers´ brand perceptions, brand awareness, brand recall, and brand recogn…
Web 2.0 Goes Mobile: Motivations and Barriers of Mobile Social Networks Use in Spain
Mobile social networking sites have become one of the fastest growing Web 2.0 services worldwide both in developing and developed countries and have a major interest for the information systems research community. This chapter aims to give managers and students insight into the mobile social networking industry and the different drivers and barriers to mobile social networking sites adoption. The chapter’s specific goals are to: (i) Identify consumer segments more likely to adopt mobile social networking services; (ii) Analyze the perceived benefits and barriers that encourage/discourage the adoption of mobile social networking services; (iii) Provide empirical research on the Spanish marke…
Key drivers of consumer loyalty to Facebook fan pages
Purpose – With the rapid expansion of social networking sites, researchers and practitioners are challenged to understand drivers of customer loyalty in fan pages. The purpose of this paper is to identify the main drivers of Facebook fan page loyalty in order to promote the creation of affective links and long-term relationships with users. Design/methodology/approach – The impact of trust, fan page content dependency, attitude and consumer beliefs on loyalty to fan pages was tested through structural equation modelling techniques. The sample consisted of 691 Spanish Facebook users. Findings – Data analysis shows that attitude appears as a key variable in increasing loyalty to fan pages. T…
Teachers’ beliefs about gamification and competencies development: A concept mapping approach
Despite an increasing academic attention towards both gamification and competencies-based education, little is known about Higher Education teachers’ beliefs regarding the use of gamification to develop students’ competencies. To fill this research gap, concept mapping was used to cluster teachers’ beliefs in 4 dimensions regarding the use of gamification to develop students’ competencies. Our findings suggest that teachers believe that gamification encourages team working and oral communication skills. Moreover, critical thinking and social skills development were also found as some of the benefits that teachers believe the use of gamification can provide to the development of students’ co…
Factors contributing brand attitude in advergames: Entertainment and irritation
The main contribution of this article is to offer new insights into the antecedents of brand attitude in an advergaming context, focusing on entertainment and irritation as its main drivers. Also, the indirect effect of intrusiveness and congruence on brand attitude is analyzed. A structured questionnaire was completed by a sample of 100 undergraduate and postgraduate students after playing to a real casual advergame. The results show that entertainment is the main driver of brand attitude although irritation also exerts a significant effect on brand attitude due to perceived intrusiveness that, in turn, is determined by incongruence. The study provides useful managerial implications for co…
Message-driven factors influencing opening and forwarding of mobile advertising messages
This work aims to analyse the influence of message-driven factors -informativeness, ubiquity, frequency and personalization- on consumer attitude and behaviour -opening and forwarding- towards mobile advertising messages. A theoretical model was developed and empirically tested using a sample of 355 Spanish teenager mobile users. Findings show that frequency is the dimension accounting the most -and significantly- of the four message-driven factors analysed on attitude toward mobile advertising. Attitude has a significant effect on acceptance of mobile advertising messages. Message-driven factors – in a direct way and indirectly through attitude toward mobile - lead to consumer opening and …
Students' attitude towards the use of educational video games to develop competencies
The use of educational video games (EVGs) is gaining momentum as a means to motivate and to engage students in their learning process. Nevertheless, previous research is taking for granted that students have a positive attitude towards EVGs and did not ensure a proper understanding of students' characteristics that might influence their attitude towards them. Therefore, this study's main goal is to explore four students' characteristics (perceived relevance, perceived confidence, media affinity, and perceived self-efficacy) that influence students' attitude towards the use of EVGs to develop competencies. Using the fsQCA method to analyze data gathered on a sample of 128 undergraduate stude…
The use of gamification in education: a bibliometric and text mining analysis
The use of games in education represents a promising tool to motivate and engage students in their learning process. Most of previous research on the topic has focused to develop theoretical frameworks or to conduct experiments as a means to analyse learning outcomes such as knowledge retention, problem-solving skills gains or attitudes toward game-based learning. Nevertheless, little research has focused on providing a comprehensive literature review, which will help researchers to better understand how this stream of research has evolved over the last years. In this study, we use a bibliometric, social network and text mining analysis in order to provide useful up-to-date information to p…
Product placement in video games: The effect of brand familiarity and repetition on consumers´ memory
Product placement in video games is gaining momentum as a means to target audiences in an indirect and engaging way. This research uses a 2 (high repetition vs low repetition) x 2 (high brand familiarity vs low brand familiarity) factorial design to test the effects of repetition and brand familiarity on consumers’ memory for brands placed in video games. Results suggest that consumers recall better familiar than unfamiliar brands placed in the video game and repetition increases recall for familiar brands. Results also suggest an interaction effect of repetition on brand recognition for unfamiliar brands but not for familiar brands. Managerial implications, limitations, and future research…
Teachers’ intention to use educational video games: The moderating role of gender and age
Educational video games represent an educational change that challenges teachers and managers of Higher Education institutions in several ways including their attitude formation and behavioural intention. Using a Technology Acceptance Model (TAM) approach a research model is developed to predict teachers’ behavioural intention to use educational video games in their courses. The research model is tested via structural equation modelling (SEM) on a sample of 312 Higher Education teachers. Main results suggest that perceived usefulness influences in a direct and positive way teachers’ behavioural intention while perceived ease of use indirectly influences intention through perceived usefulnes…
The Role of Perceived Relevance and Attention in Teachers’ Attitude and Intention to Use Educational Video Games
Educational video games (EVGs) are becoming a trending topic in education as a new teaching methodology which can help teachers to increase students’ attention and engagement during the learning process. Nevertheless, despite an increasing academic interest in EVGs little research has been devoted to delve into teacher’s beliefs affecting their attitude towards EVGs and how these beliefs also affect their intention to use EVGs in their courses. Using Keller’s ARCS model as a theoretical framework, the role of perceived relevance and attention in teachers’ attitude and intention to use EVGs is analyzed. To do so a research model is tested using a sample of 312 Higher Education teachers via s…