TY - GEN
T1 - Advergame and E-Commerce Consumer Decision
T2 - 6th International Conference on E-Commerce, E-Business and E-Government, ICEEG 2022
AU - Arifah, Ika Diyah Candra
AU - Suryani, Erma
AU - Samopa, Febriliyan
N1 - Publisher Copyright:
© 2022 ACM.
PY - 2022/4/27
Y1 - 2022/4/27
N2 - Advertisement's ineffectiveness was attributed to several issues, including irritation and intrusiveness. This study aims to investigate the literature on advertising games (advergames) and how these works of literature might be utilized to demonstrate the impact of advergames on customer behaviour. As part of the VOS Viewer 1.6.17 systematic literature network analysis, Publish and Perish software was configured to collect literature from the past 10 years, then mapped and clustered (SLNA). Keyword co-occurrence networks were revealed in the network analysis of these publications. Researchers found that advergames may still be built in game design that effectively accommodates marketing messages and stimulates consumers' positive consumer behaviour in a business-friendly manner. Gamification and advergaming elements in e-commerce platforms are also significantly influenced by cognitive engagement, emotional engagement, and the user's external environment, such as monetary incentives and non-compulsory play. With advergames, a brand's ability to stick in the consumer's mind will increase. Prior to this study, there has been little research on the commercial sector's invention and application development of gamification, which adds to the body of knowledge regarding gamification in e-commerce.
AB - Advertisement's ineffectiveness was attributed to several issues, including irritation and intrusiveness. This study aims to investigate the literature on advertising games (advergames) and how these works of literature might be utilized to demonstrate the impact of advergames on customer behaviour. As part of the VOS Viewer 1.6.17 systematic literature network analysis, Publish and Perish software was configured to collect literature from the past 10 years, then mapped and clustered (SLNA). Keyword co-occurrence networks were revealed in the network analysis of these publications. Researchers found that advergames may still be built in game design that effectively accommodates marketing messages and stimulates consumers' positive consumer behaviour in a business-friendly manner. Gamification and advergaming elements in e-commerce platforms are also significantly influenced by cognitive engagement, emotional engagement, and the user's external environment, such as monetary incentives and non-compulsory play. With advergames, a brand's ability to stick in the consumer's mind will increase. Prior to this study, there has been little research on the commercial sector's invention and application development of gamification, which adds to the body of knowledge regarding gamification in e-commerce.
UR - http://www.scopus.com/inward/record.url?scp=85134653952&partnerID=8YFLogxK
U2 - 10.1145/3537693.3537751
DO - 10.1145/3537693.3537751
M3 - Conference contribution
AN - SCOPUS:85134653952
T3 - ACM International Conference Proceeding Series
SP - 369
EP - 376
BT - 2022 6th International Conference on E-Commerce, E-Business and E-Government, ICEEG 2022
PB - Association for Computing Machinery
Y2 - 27 April 2022 through 29 April 2022
ER -