Research Of The Interaction Of SNS-based Advergame Entertainment And Congruity On Players’ Brand Knowledge

With the continuous expansion of the market scale of social networks, placingads in web games become an important profit model for SNS social networking sites.Various game applications in social network provides a fertile soil for the placementads,through a combination of advertising and game content, advertising content canbe delivered to target customers subtlely by advertisers, and thus playing a role in thepromotion of the brand. Placement advertisement in a social network is mostlyassociated with game content, facilitating the spread of the brand information and theestablishment of brand image.Though many scholars have studied projects which explained the relationshipbetween advergame and brand knowledge, most studies are based on television,movies, commercials, video games and other traditional media platforms, it is only afew research based on SNS platform specifically. And most studies have focused oneffect of incentive between game and advertising on brand knowledge,it is only a fewresearch emphasizing on the influence of brand-game congruity and gameentertainment on brand cognition.This paper selects brand-game congruity and game entertainment as independentvariables studied, and analyzed and verify its impact on consumer brandknowledge.Based on previous studies, combined with the features of SNS website,this paper selects interactivity as adjustment variables, and then construct atheoretical model to explain the influence of SNS-based advergame congruity andentertainment on players brand knowledge.Based on research needs, this article use experimental method, designed three2*2experiments and used SPSS18.0software for data processing. Finally, the resultsof the analysis were discussed and the following conclusions concluded:(1) putforward and verify SNS-based advergame congruity and entertainment influencingonplayers’brand knowledge; put forward and verify that SNS interactivity played aregulatory role in influence of SNS-based advergame congruity on players’brandknowledge; put forward and partly verify the interaction of advergame congruity and entertainment on players’brand knowledge.