Do pop-up ads in online videogames influence children�s inspired-to behavior?

• Main Authors: Abbasi, A.Z., Rehman, U., Ting, D.H., Quraishi, M.A.
• Format: Article
• Published: Emerald Group Holdings Ltd. 2021
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121578573&doi=10.1108%2fYC-06-2021-1347&partnerID=40&md5=1059334b10e58937efffa510926a3e86; http://eprints.utp.edu.my/29337/

Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads � appearing on the screen that interrupts children�s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising value in online videogames (O-VGs) to predict children�s inspired-to behavior remains scant. This study aims to investigate the underlying factors that explain the relationship between the four dimensions of pop-up ads and perceived advertising value, which further predicts children�s inspired-to behavior. Design/methodology/approach: Data from 196 parents who observed their children while playing O-VGs, were analyzed using Smart-PLS. As the respondents are parents, the authors took extra precautions to ensure that the findings are valid. Findings: Results showed that perceived irritation and incentives of pop-up ads do not affect children�s advertising value, whereas perceived informativeness and entertainment of pop-up ads positively impact perceived advertising value among children. Besides, children�s perceived advertising value of pop-up ads in O-VGs predict their inspired-to behavior. Originality/value: This study contributes to children�s inspired-to behavior via empirically studying the perceived advertising value as a potential deriving source of inspiration. Finally, the study provides information for developers/advertisers about why and under what circumstances children perceived advertising value affect inspired-to behavior. © 2021, Emerald Publishing Limited.