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CONSUMERSâ€(tm) ATTITUDE TOWARDS VIDEO GAMES AND THEIR USE AS AN ADVERTISING METHOD: A PRELIMINARY STUDY

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  • Ghirvu Alina

    (Babes -Bolyai University, Cluj-Napoca, Romania,)

Abstract

The development of new media changed radically the markets and made companies and brands to orientate toward new ways of promoting their products and services. Marketers are intensively investigating the potential of new advertising alternatives for better understanding ant to use of the advantages offered by the interactive online environment. In the Internet context, studying consumersâ€(tm) perception of advertising with new media sets become very important for understanding the way that new media like computer and video games are perceived and accepted by the public and in what manners they could be used for promotional purposes. The present paper investigates the basic elements that define opinions, feelings and attitude of consumers from Romania towards video games in general and advertising in online games in particular, trying to find and describe a series of aspect regarding consumersâ€(tm) grade of acceptance towards video games as an advertising tool and social acceptance of this practice. The lack of studied regarding Romanian consumers determined the necessity of researches on this matter for helping advertisers in implementing this method and to use advergames and in-games as part of their promotional strategy. The study uses the qualitative research method of semi-structured in-depth interview. As part of a bigger study, the present paper is a preliminary study for investigating the basic element that help in defining consumersâ€(tm) attitude towards the use of video games as a promotional tool. The results illustrate the essence of interviews applied on ten volunteers and show that in general Romanian consumers have positive feelings towards advertisements in video games and they are willing to accept them as long as they are not intrusive, are not disturbing the game play or there are advantages at product acquisition. Further research is looking to deepening these facts and to confirm these findings at statistical level.

Suggested Citation

  • Ghirvu Alina, 2013. "CONSUMERSâ€(tm) ATTITUDE TOWARDS VIDEO GAMES AND THEIR USE AS AN ADVERTISING METHOD: A PRELIMINARY STUDY," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(2), pages 641-652, December.
    • Handle: RePEc:ora:journl:v:1:y:2013:i:2:p:641-652
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    Keywords

    consumersâ€(tm) attitude; video games; advertising; Romanian market;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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