A Reaearch On Re-diffusion Intention Of Advergaming In Social Media

As a branch of Game Advertising,Advergaming,which combines brand and entertainment,continues to gain popularity among consumers.Distinct from traditional advertising formats,advergaming features in entertainment and socialization,making it obtain much stickness and easy-transmissed,which consequently becomes critical method of viral marketing.Previous studies concerning Re-diffusion Intention and Viral Communication paid much attention on direct media effects which caused by message origins,media content,channels,etc.However,the phenomenon that consumers,before they share the information online,consciously predict impacts or values which marketing content has on others,closely relates to indirect media effects study.In other words,the re-diffusion and viral communication of advergaming,provides a good example for analyzing advertising's indirect effects.Drawing on the Influence of Presumed Influence model,this paper assumes that participants,after exposing to advergames,would presume others' exposure and influence on others,then form their attitude and re-diffusion intention.This paper conducted in-depth interview and collected 470 questionnaires to explore intent and dimension of presumed influence of Advergaming,as well as direct and indirect path of advergames' re-diffusion.The paper highlights 4 dimensions of presumed influence of advergaming:presumed informativeness value,presumed entertainment value,presumed social value,presumed economic value.The first path:after exposed to advergames,participants presume other's exposure and the influence on others,then form their attitude towards advergames.The second path:after exposed to advergames,participants form their attitude towards advergames then stimulate their re-diffusion intention.The third path:after exposed to advergames,participants presume other's exposure and the influence on others,then form their attitude towards advergames,and finally stimulate their re-diffusion intention.The fourth path:after exposed to advergames,participants presume other's exposure and the influence on others,then stimulate their re-diffusion intention.More importantly,indirect effects matters much more than direct effects.Our study explored the theoritical value that presumed influence framework had to re-diffusion intention and indirect media effects research.Managerial implications for social media re-diffusion were also discussed.