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Article
Publication date: 13 November 2020

Haiming Hang and Cui-Lin Zhang

The purpose of this paper is to see whether children’ regulatory fit/nonfit can moderate the implicit influence of in-game advertising.

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Abstract

Purpose

The purpose of this paper is to see whether children’ regulatory fit/nonfit can moderate the implicit influence of in-game advertising.

Design/methodology/approach

An experiment was done with 418 children (aged 7–11) from three primary schools in a middle-size city in China that voluntarily took part in the experiment. Children were randomly allocated to the following four conditions: playing a game without any brands (a control group), playing the same game and exposed to a subtle in-game advertising (a test control group), playing the same branded game with regulatory fit (regulatory fit group) and playing the same branded game with regulatory nonfit (regulatory nonfit group).

Findings

The results first suggest exposure to in-game advertising makes children more likely to choose it afterward, despite most of them are not aware being exposed to it. The results further suggest children’s regulatory fit does not further increase children’s choice of the focal brand, suggesting linking the focal brand to fun and engaging game experiences is sufficient to influence their brand choice. However, children’s regulatory nonfit attenuates the implicit influence of in-game advertising.

Originality/value

By focusing on children’s game strategy, this research complements the extant literature that only focuses on advertising features and/or game character to document the implicit influence of in-game advertising. In addition, by focusing on regulatory fit/nonfit, this paper provides initial evidence how contextual factors such as children’s game strategy may help them cope with advertising influence built on affect transfer.

Details

Young Consumers, vol. 21 no. 4
Type: Research Article
ISSN: 1747-3616

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Book part
Publication date: 25 October 2014

Diego Quer-Ramón, Enrique Claver-Cortés and Laura Rienda-García

Since the beginning of the 21st century, China’s outward foreign direct investment (OFDI) is growing steadily and Chinese multinationals (MNCs) are playing an increasingly…

Abstract

Purpose

Since the beginning of the 21st century, China’s outward foreign direct investment (OFDI) is growing steadily and Chinese multinationals (MNCs) are playing an increasingly important role in the global economy. Thus, the number of papers focusing on China’s OFDI and Chinese MNCs has been increasing during the last years. The aim of this chapter is to carry out a review of the empirical papers dealing with Chinese MNCs published between 2002 and 2012 in high-impact international business and management journals.

Design/methodology/approach

This chapter reviews 43 empirical papers focusing on Chinese MNCs that were published in nine major scholarly journals between 2002 and 2012.

Findings

We report individual and institutional contributions, the theories and methods used, the research topics, and the main findings. We also discuss implications for future research.

Originality/value

Some previous literature reviews have dealt with research on China’s OFDI and Chinese MNCs. Nevertheless, none of the earlier reviews dealt specifically with empirical papers; neither did they provide an analysis of both individual and institutional contributions.

Details

Multinational Enterprises, Markets and Institutional Diversity
Type: Book
ISBN: 978-1-78441-421-4

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