Effectiveness evaluation for the gamification of out-of-home advertising
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 4 July 2022
Issue publication date: 6 September 2022
Abstract
Purpose
This paper aims to propose a new method for evaluating the effect of out-of-home (OOH) gamified advertising and verify the prediction effect of the method, especially based on emotional experience generated by interactions between individuals and gamified advertisements.
Design/methodology/approach
By carrying out an offline gamification advertising experiment, this study uses multiple emotion models, pleasure–displeasure, arousal–no arousal and dominance–submissiveness (PAD) and Ortony–Clore–Collins, to examine the impact of 24 emotional experiences consumers have when engaging with gamified OOH advertising on the perceived effectiveness of advertising.
Findings
The findings reveal the correlation between the emotional experience and the effectiveness of gamified advertising. Multiple regression analyses demonstrate that the emotional experience model has an effective predictive effect on the effectiveness of gamified advertising.
Originality/value
The originality of this research is a new method for evaluating the effect of OOH gamified advertising, in particular the calculation of the valid emotional experience values brought by the emotional fluctuations in the interaction between consumers and gamified advertisements.
Keywords
Acknowledgements
The authors want to thank the anonymous reviewers for their advice and guidance. This paper has been supported by the Service Science and Innovation Key Laboratory of Sichuan Province in China (KL2110), Service Science and Innovation Key Laboratory of Sichuan Province in China (KL2210), and Service Science and Innovation Key Laboratory of Sichuan Province in China (KL2205). All the authors declare that we have not conflict of interest with the publication of this manuscript.
Citation
Huo, J. and Jiang, Y. (2022), "Effectiveness evaluation for the gamification of out-of-home advertising", Marketing Intelligence & Planning, Vol. 40 No. 7, pp. 929-944. https://doi.org/10.1108/MIP-01-2022-0003
Publisher
:Emerald Publishing Limited
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