Bergh, et al.
Research on the impact of online gamevertising
Research on the effectiveness of "gamevertising" or "adgaming" is very timely given the increased occurrence. In collaboration with i-Merge we conduct a research project to find out whether or not gamevertising works in creating brand awareness and establishing a positive brand attitude.
In the project we will evaluate the importance of two variables. These are the possibility to win a price (yes or no) and the fanciness of the game (dynamic flash game, static quiz or no game).
The combination of the two variables results in six conditions, so six websites will be developed. An ASP.NET coupling with databases will make sure that the several details of the visitor's behaviour can be measured. These details include visiting duration on different parts of the site and total, participation in viral marketing, purchase, etc. Also, visitors will be interviewed about the appreciation of the different conditions. This field experiment consists of the online selling of party tickets to students. Every respondent will be assigned to one of the six websites. Every week, the set of respondents are assigned to a different website in order to evaluate the behaviour from the same respondent in the different conditions.
To make tracking of all these data possible, visiting the website requires logging in.
The most important hypotheses we will test are that prize will affect playing the game rather than purchase behaviour, and that game fanciness will affect brand awareness (mediated by visit duration) and brand attitude and brand awareness. In addition, we will explore the effect of the two variables on repeated behaviour, weight of viral marketing and sales evolution (both direct and via viral marketing).
Contact
Bart Claus and Bart Muskala
Students Commercial Engineer, Marketing
Catholic University Of Leuven, Belgium
bart.claus@student.kuleuven.ac.be
bart.muskala@student.kuleuven.ac.be
Siegfried Dewitte
siegfried.dewitte@econ.kuleuven.ac.be
Kelly Geyskens
Graduate student
kelly.geyskens@econ.kuleuven.ac.be
Jan Van den Bergh
CEO and co-founder of I-merge
jevedebe@i-merge.net
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