Journal of Iranian Cultural Research

Journal of Iranian Cultural Research

Investigating the Effects of Game Satisfaction on the Effectiveness of Ads within Digital Games Between Master Students of Management, Faculty of Allameh Tabataba'i University

Document Type : Scientific Research Manuscript

Authors
Z. Dehdashti Shahrokh 1
M. Bashirpour 2
1 Associate Professor of Marketing Management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran
2 M.A. Student in Marketing Management, Faculty of Management and Accounting, Allameh Tabatabaei University, Tehran, Iran
10.22631/jicr.2018.1801.2410
Abstract
In game advertising is one of the best methods for effective advertising. One of the factors that affects the effectiveness of digital advertising is satisfaction of games. In this study, our purpose was investigating the factors affecting customer satisfaction and the effect of satisfaction on the effectiveness of advertising, 5 factors we identified that impact on customer satisfaction, which included game content, ease of use, game price, graphical design of the game, and game-producer services. To examine the impact of these factors, a sample of 242 undergraduate students at management and accounting faculty of Allameh Tabataba’i University. These individuals were selected were playing daily at least 1 hour of digital game. A questionnaire was used to collect information and the data were analyzed using structural equation and confirmatory factor analysis. Based on the results of statistical analysis, the effect of all factors was confirmed and all the factors influencing satisfaction were ranked based on the statistical results. According to this rating, ease of play, the most important and services of the game-producer, had the least importance on the satisfaction of the customer, the main hypothesis of the research was that the effect of customer satisfaction with the game on effectiveness of advertising was confirmed.
Keywords
effectiveness of game advertising
customer satisfaction of game
game advertising

Subjects

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  • Receive Date 04 December 2017
  • Revise Date 26 May 2018
  • Accept Date 27 January 2018