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The Effect of In-Game Advertising in SNS on Brand Equity
Department of Marketing, Management School, Jinan University, Guangzhou, China
Department of Marketing, Management School, Jinan University, Guangzhou, China
Department of Marketing, Management School, Jinan University, Guangzhou, China
- 1 Department of Marketing, Management School, Jinan University, Guangzhou, China
- 2 Department of Marketing, Management School, Jinan University, Guangzhou, China
- 3 Department of Marketing, Management School, Jinan University, Guangzhou, China
Journal of Service Science and Management·Volume 08 (2015)·Pages 107–114·Published 21 January 2015·DOI10.4236/jssm.2015.81013
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Abstract
In recent years the boom of SNS has bestowed in-game advertising in SNS with great attention from media and the public. This paper explores how IGA in SNS affects brand equity, and how brand familiarity moderates the relationship between IGA in SNS and brand equity. The results indicate that: 1) IGA in SNS has positive effects on brand awareness, brand association and perceived quality. However, such effect on brand loyalty is not significant. 2) Brand familiarity negatively moderates the effect of IGA in SNS on brand awareness, perceived quality and brand association while the effect on brand loyalty is not significant.
KeywordsSNSIn-Game AdvertisingBrand EquityBrand Familiarity
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