Customer inspiration via advertising value of pop-up ads in online games

Amir Zaib Abbasi; Ali Hussain; Helmut Hlavacs; Muhammad Umair Shah; Ding Hooi Ting; Umair Rehman

doi:10.1007/978-3-030-50164-8_17

Customer inspiration via advertising value of pop-up ads in online games

Amir Zaib Abbasi^*, Ali Hussain, Helmut Hlavacs, Muhammad Umair Shah, Ding Hooi Ting, Umair Rehman

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

12 Scopus citations

Abstract

Pop-up ads in online gaming is an emerging phenomenon on the internet that provide massive opportunities for business enterprises. Despite its importance for any businesses, do gamers get inspired by pop-up ads? To answer the query, we develop the conceptual model predicting customer inspiration through perceived advertisement value of pop-up ads in the context of online games. Based on the conceptual model, we first aim to highlight the factors that can motivate gamers to interact with pop-up ads in online games and gain perceived advertisement value of pop-up ads. After that, we intend to understand the impact of perceived advertisement value of pop-up ads on customer inspiration. Our study makes several notable contributions to the literature. First, we apply and extend Ducoffe model of advertisement value in pop-up ads, especially in online games. Second, we add audio and visual aesthetic factors in the existing Ducoffe model. Third, we primarily focus on predicting customer inspiration through perceived advertisement value of pop-up ads in online games.

Original language	English
Title of host publication	HCI in Games - 2nd International Conference, HCI-Games 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
Editors	Xiaowen Fang
Publisher	Springer
Pages	251-259
Number of pages	9
ISBN (Print)	9783030501631
DOIs	https://doi.org/10.1007/978-3-030-50164-8_17
State	Published - 2020
Externally published	Yes

Publication series

Name	Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume	12211 LNCS
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Bibliographical note

Publisher Copyright:
© Springer Nature Switzerland AG 2020.

Keywords

Conceptual model
Ducoffe advertising model
Online games
Pop-up ads

ASJC Scopus subject areas

Theoretical Computer Science
General Computer Science

Access to Document

10.1007/978-3-030-50164-8_17

Cite this

Abbasi, A. Z., Hussain, A., Hlavacs, H., Shah, M. U., Ting, D. H., & Rehman, U. (2020). Customer inspiration via advertising value of pop-up ads in online games. In X. Fang (Ed.), HCI in Games - 2nd International Conference, HCI-Games 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings (pp. 251-259). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 12211 LNCS). Springer. https://doi.org/10.1007/978-3-030-50164-8_17

Abbasi, Amir Zaib ; Hussain, Ali ; Hlavacs, Helmut et al. / Customer inspiration via advertising value of pop-up ads in online games. HCI in Games - 2nd International Conference, HCI-Games 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. editor / Xiaowen Fang. Springer, 2020. pp. 251-259 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).

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title = "Customer inspiration via advertising value of pop-up ads in online games",

abstract = "Pop-up ads in online gaming is an emerging phenomenon on the internet that provide massive opportunities for business enterprises. Despite its importance for any businesses, do gamers get inspired by pop-up ads? To answer the query, we develop the conceptual model predicting customer inspiration through perceived advertisement value of pop-up ads in the context of online games. Based on the conceptual model, we first aim to highlight the factors that can motivate gamers to interact with pop-up ads in online games and gain perceived advertisement value of pop-up ads. After that, we intend to understand the impact of perceived advertisement value of pop-up ads on customer inspiration. Our study makes several notable contributions to the literature. First, we apply and extend Ducoffe model of advertisement value in pop-up ads, especially in online games. Second, we add audio and visual aesthetic factors in the existing Ducoffe model. Third, we primarily focus on predicting customer inspiration through perceived advertisement value of pop-up ads in online games.",

keywords = "Conceptual model, Ducoffe advertising model, Online games, Pop-up ads",

author = "Abbasi, \{Amir Zaib\} and Ali Hussain and Helmut Hlavacs and Shah, \{Muhammad Umair\} and Ting, \{Ding Hooi\} and Umair Rehman",

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doi = "10.1007/978-3-030-50164-8\_17",

language = "English",

isbn = "9783030501631",

series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",

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Abbasi, AZ, Hussain, A, Hlavacs, H, Shah, MU, Ting, DH & Rehman, U 2020, Customer inspiration via advertising value of pop-up ads in online games. in X Fang (ed.), HCI in Games - 2nd International Conference, HCI-Games 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 12211 LNCS, Springer, pp. 251-259. https://doi.org/10.1007/978-3-030-50164-8_17

Customer inspiration via advertising value of pop-up ads in online games. / Abbasi, Amir Zaib; Hussain, Ali; Hlavacs, Helmut et al.
HCI in Games - 2nd International Conference, HCI-Games 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. ed. / Xiaowen Fang. Springer, 2020. p. 251-259 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 12211 LNCS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Customer inspiration via advertising value of pop-up ads in online games

AU - Abbasi, Amir Zaib

AU - Hussain, Ali

AU - Hlavacs, Helmut

AU - Shah, Muhammad Umair

AU - Ting, Ding Hooi

AU - Rehman, Umair

PY - 2020

Y1 - 2020

N2 - Pop-up ads in online gaming is an emerging phenomenon on the internet that provide massive opportunities for business enterprises. Despite its importance for any businesses, do gamers get inspired by pop-up ads? To answer the query, we develop the conceptual model predicting customer inspiration through perceived advertisement value of pop-up ads in the context of online games. Based on the conceptual model, we first aim to highlight the factors that can motivate gamers to interact with pop-up ads in online games and gain perceived advertisement value of pop-up ads. After that, we intend to understand the impact of perceived advertisement value of pop-up ads on customer inspiration. Our study makes several notable contributions to the literature. First, we apply and extend Ducoffe model of advertisement value in pop-up ads, especially in online games. Second, we add audio and visual aesthetic factors in the existing Ducoffe model. Third, we primarily focus on predicting customer inspiration through perceived advertisement value of pop-up ads in online games.

AB - Pop-up ads in online gaming is an emerging phenomenon on the internet that provide massive opportunities for business enterprises. Despite its importance for any businesses, do gamers get inspired by pop-up ads? To answer the query, we develop the conceptual model predicting customer inspiration through perceived advertisement value of pop-up ads in the context of online games. Based on the conceptual model, we first aim to highlight the factors that can motivate gamers to interact with pop-up ads in online games and gain perceived advertisement value of pop-up ads. After that, we intend to understand the impact of perceived advertisement value of pop-up ads on customer inspiration. Our study makes several notable contributions to the literature. First, we apply and extend Ducoffe model of advertisement value in pop-up ads, especially in online games. Second, we add audio and visual aesthetic factors in the existing Ducoffe model. Third, we primarily focus on predicting customer inspiration through perceived advertisement value of pop-up ads in online games.

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T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)

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PB - Springer

ER -

Abbasi AZ, Hussain A, Hlavacs H, Shah MU, Ting DH, Rehman U. Customer inspiration via advertising value of pop-up ads in online games. In Fang X, editor, HCI in Games - 2nd International Conference, HCI-Games 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings. Springer. 2020. p. 251-259. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)). doi: 10.1007/978-3-030-50164-8_17

Customer inspiration via advertising value of pop-up ads in online games

Abstract

Publication series

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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Cite this