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Advergames and Consumer Behaviour: A Quantitative Comparative Analysis of the United Kingdom and Saudi Arabia

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  • Alaa Hanbazazah
  • Carlton Reeve
  • Mohammad Abuljadail

Abstract

Background/Aim- People from different cultures share different thoughts, values, and morals, and the activities they engage in reflect their backgrounds. Advergames are an innovative way to create relationships with your customers. For instance, advergames can be used as a communication tool between your business and the targeted customer to promote your brand. This study focuses on advergames and consumer behaviour, with the aim of investigating the similarities between Saudi Arabia (SA) and the United Kingdom (UK). Methods- This study used a quantitative approach, with participants chosen from different educational institutions in SA and the UK. A total of 500 participants were shortlisted, and questionnaires were designed and distributed among them to gather data. The questionnaire responses were measured on a seven-point Likert scale. The data were then analysed using the Statistical Package of the Social Sciences version 23.0 (SPSS). Descriptive statistical analysis using means and standard deviations was run to determine the relationship between various constructs, such as persuasiveness, level of experience, brand familiarity, and advergame design, and consumer behaviour. Results- The study found that the brand familiarity and persuasiveness of advergames influenced consumer behaviour. Furthermore, the design of advergames was found to influence consumer behaviour. The study also predicted that the level of experience with the gameplay would influence consumer behaviour. Conclusion- The study found that consumer behaviour is influenced by persuasiveness, level of experience, brand familiarity, and advergame design in the UK and SA. It is suggested that game developers and marketing experts dive right into the consumer black box to learn more about consumer choices, preferences, and comfort zones.

Suggested Citation

  • Alaa Hanbazazah & Carlton Reeve & Mohammad Abuljadail, 2022. "Advergames and Consumer Behaviour: A Quantitative Comparative Analysis of the United Kingdom and Saudi Arabia," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(2), pages 113-113, December.
    • Handle: RePEc:ibn:ijmsjn:v:14:y:2022:i:2:p:113
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    References listed on IDEAS

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    1. Aaker, Jennifer L & Maheswaran, Durairaj, 1997. "The Effect of Cultural Orientation on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 315-328, December.
    2. Naglaa Diaa Ramzy & Sireen Abdulhalim & Pansee Mashaly, 2019. "Exploring In-Game Advertising and Brand Recall," Proceedings of International Academic Conferences 8711878, International Institute of Social and Economic Sciences.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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