scholarly journals Young adolescents' advertising literacy and purchase intention in social network games: Influence of perspective taking and need for cognition

2016 ◽  
Vol 16 (1) ◽  
pp. 23-33 ◽  
Author(s):  
Ini Vanwesenbeeck ◽  
Koen Ponnet ◽  
Michel Walrave
Keyword(s):  
Social Network ◽  
Perspective Taking ◽  
Purchase Intention ◽  
Need For Cognition ◽  
Young Adolescents ◽  
Network Games ◽  
Advertising Literacy

Jongeren en reclame in sociaalnetwerkgames

2015 ◽  
Vol 43 (4) ◽  
Author(s):  
Ini Vanwesenbeeck ◽  
Michel Walrave ◽  
Koen Ponnet
Keyword(s):  
Social Network ◽  
Behavioral Intentions ◽  
Parental Mediation ◽  
Internet Advertising ◽  
Young Adolescents ◽  
Network Games ◽  
Behavioural Intentions ◽  
Critical Attitude ◽  
Mediation Styles ◽  
Advertising Literacy

Young adolescents and advertising on sociaal network games: the influence of parents and school on advertising literacy and behavioural intentions Young adolescents and advertising on sociaal network games: the influence of parents and school on advertising literacy and behavioural intentions This study focusses on young-adolescents’ advertising literacy on social network games (SNGs). More particularly, a model is tested in which parental mediation styles and attention to internet advertising at school are related to conceptual and attitudinal advertising literacy in SNG and in which both advertising literacies in turn are related to behavioral intentions. Data were collected among 780 respondents (aged 10-14 years). After showing participants a video compilation of SNG Habbo, a questionnaire was given to the respondents addressing the abovementioned aspects. Results confirmed that autonomy-supportive restrictive mediation is positively associated with understanding selling intention, while autonomy-supportive active mediation is positively associated with understanding persuasive intention. In addition, attention to internet advertising at school is related to children’s understanding of persuasive intent. Critical attitude towards SNG advertising is negatively related to pester intention and intention to buy, while understanding persuasive intent is associated with a higher score on both intentions.

Why do players purchase in mobile social network games? An examination of customer engagement and of uses and gratifications theory

2017 ◽  
Vol 51 (3) ◽  
pp. 259-277 ◽  
Author(s):  
Taozhen Huang ◽  
Zheshi Bao ◽  
Yan Li
Keyword(s):  
Social Network ◽  
Indirect Effects ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Three Dimensions ◽  
Customer Engagement ◽  
Mobile Social Network ◽  
Network Games ◽  
Self Presentation ◽  
Content Type

Purpose The purpose of this paper is to explore the purchase intention in mobile social network games (M-SNGs) through a new perspective and discuss how to effectively promote players’ payment. Design/methodology/approach The author proposed a research model by integrating customer engagement (CE) and uses and gratification theory (U&G). Three dimensions of CE and three types of U&G were analyzed, respectively to explore the direct and indirect effects on purchase intention in M-SNGs. Online questionnaires were adopted to collect data, and 354 valid samples were analyzed by structural equation modeling approach. Findings The findings show that hedonic gratification (entertainment) and social gratification (self-presentation) have significant indirect effects on players’ purchase intention in M-SNGs through the mediation effects of CE, whereas this mechanism is not fully applied to utilitarian gratification (flexibility). Besides, three dimensions of CE are not independent, because absorption can indirectly affect vigor through dedication. Research limitations/implications The findings suggest that hedonic gratification (entertainment) and social gratification (self-presentation) can trigger three dimensions of CE to stimulate purchase intentions in M-SNGs, and utilitarian gratification (flexibility) can also promote players’ payment through absorption which is one dimension of CE. Some other theoretical and practical implications are also provided. Originality/value This study is novel in exploring players’ purchase intentions in M-SNGs by integrating CE and U&G. Meanwhile, the author also intends to reveal the relationships among the three dimensions of CE which are related to in-game purchase intention.

The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

The effect of the number of ingredient images on package evaluation and product choice

2018 ◽  
Vol 33 (3) ◽  
pp. 6-30 ◽  
Author(s):  
Fanny Thomas ◽  
Sonia Capelli
Keyword(s):  
Cognitive Load ◽  
Purchase Intention ◽  
Food Product ◽  
Need For Cognition ◽  
Product Choice ◽  
Process Information ◽  
Product Sales

In the highly competitive context of food product sales in supermarkets, consumers may have difficulty processing deeply the information on a given package. This research examines how the number of ingredients depicted on packaging in addition to the picture of the whole product impacts its efficacy depending on consumers’ motivation (hunger), opportunity (via cognitive load), and ability (via need for cognition – NFC) to process information. Three studies find that, under high cognitive load, packages depicting many ingredients induce more mental taste imagery, heighten purchase intention, and improve taste evaluations. For consumers with high NFC (vs low), under high cognitive load, packaging not depicting ingredients (vs five ingredients) is preferred when consumers are motivated by hunger. Under low cognitive load and whatever the NFC, information is processed centrally and evaluation does not depend on the number of ingredient images depicted.

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