• ISSN: 2010-023X
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing: Engineering & Technology Digital Library, ProQuest, Crossref, Electronic Journals Library, DOAJ , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2010 Vol.1(1): 1-5 ISSN: 2010-023X
DOI: 10.7763/IJTEF.2010.V1.1

The Obama Effect: An Exploratory Study on Factors Affecting Brand Recall in Online Games

H.K. Leng, S.L. Quah and F. Zainuddin

Abstract—The aim of this research is to establish the extent of the effectiveness of in-game advertisements in online games. A sample of 30 respondents between the ages of 18 to 25 years of age was selected for the study. Respondents played an online game and completed a questionnaire designed to establish the recall rate of in-game advertisements. The findings suggest that the number of advertisements in a game, location of the advertisements and familiarity with the brand had an effect on brand recall rate although perceived pace of game had a moderating effect on the rate of recall of advertisements.

Index Terms—Online Games, In-Game Advertisements, Brand Recall

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Cite: H.K. Leng, S.L. Quah and F. Zainuddin, "The Obama Effect: An Exploratory Study on Factors Affecting Brand Recall in Online Games," International Journal of Trade, Economics and Finance vol. 1, no. 1, pp. 1-5, 2010.

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