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The content analysis of advergames in Hungary

Ágnes Hofmeister‐Tóth (Corvinus University of Budapest, Budapest, Hungary)
Peter Nagy (Corvinus University of Budapest, Budapest, Hungary)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 14 June 2011




The purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward the products of certain companies in Hungary.


Scientific investigation conducted by two independent researchers included the content analysis of a total of 50 advergames integrated in 11 food company affiliated web sites.


Advergames are successful promotion strategies that reinforce brand recognition and positive associations toward food products.

Practical implications

By influencing and encouraging children's cognitive processes, advergames affect their natural development.


A content analysis of advergames has not yet been conducted in Hungary. By introducing psychological factors, the present paper can contribute to finding additional approaches to understand the effects of advergames on children.



Hofmeister‐Tóth, Á. and Nagy, P. (2011), "The content analysis of advergames in Hungary", Qualitative Market Research, Vol. 14 No. 3, pp. 289-303.



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