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Article
Publication date: 19 July 2023

Mona Jami Pour, Zohre Kazemi and Hossein Moeini

Advergames have attracted the attention of scholars and practitioners as a new way of increasing customer engagement and advertising effectiveness. Gamified ads provide an…

525

Abstract

Purpose

Advergames have attracted the attention of scholars and practitioners as a new way of increasing customer engagement and advertising effectiveness. Gamified ads provide an exciting and persuasive environment for customers rather than non-gamified advertisements. Despite the growing spending on advergames projects, the understanding of customer attitude regarding advergames has received less attention and there are not enough studies about advergames. Therefore, the purpose of the current study is to design a novel TAM-based model of determinants of customer attitudes toward advergames to enhance customer engagement and purchase intention.

Design/methodology/approach

To obtain this end, the mixed method was applied. In the first step, the main determinants of customer attitude towards advergames were identified by a literature review as well as semi-structured interviews. In the second step, the proposed technology acceptance model (TAM)-based model was validated by survey method through players of advergames. A total of 15 interviews were conducted in the qualitative phase and 102 completed questionnaires were analyzed in the survey method.

Findings

The results of the qualitative approach indicate that the main determinants of attitude towards advertisements can be classified into three categories, which are added to TAM as external variables. The results of the survey approach reveal that advertising content and game-related factors have a significant positive effect on perceived ease of use (PEOU). The advertising content and player-related factors also significantly affect perceived usefulness (PU). PU and PEOU also positively and significantly affect customer attitude. The findings show that the new TAM-based model can be considered as a robust model for explaining customer attitude toward advergame acceptance.

Research limitations/implications

The research findings can assist digital marketers to have a big picture of customer attitudes regarding advergames and implement these innovative digital-enabled advertising strategies successfully. The findings further suggest considering marketing/advertising aspects and game-related aspects as well as individual factors to design advergames.

Originality/value

Advergames have become one of the priorities for digital marketers to enhance brand awareness and customer engagement, yet there is no study identifying determinants of attitude by considering multi-aspects of advergames. The most important theoretical contribution of the current study is to design a new extended TAM-based model which integrates behavioral variables (PEOU and PU) with factors related to the advergames context.

Details

Arts and the Market, vol. 13 no. 2
Type: Research Article
ISSN: 2056-4945

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Article
Publication date: 14 August 2017

Sanaz Kargaran, Mona Jami Pour and Hossein Moeini

Nowadays, the recent advances in information and communications technology and the advent of Web 2.0 technology have resulted in the increasing popularity of social media and…

2358

Abstract

Purpose

Nowadays, the recent advances in information and communications technology and the advent of Web 2.0 technology have resulted in the increasing popularity of social media and provided enterprises and companies with new horizons in establishing an effective significant relationship with clients. Despite the recognized importance of social media in knowledge management (KM) and customer relationships, there is not any research to identify social media capabilities related to customer knowledge management (CKM). Therefore, the purpose of this study is to recognize the social media capabilities related to CKM effectively.

Design/methodology/approach

To obtain research objectives, literature review, focus group method and expert interview were applied to identify and categorize social media capabilities. Analytical hierarchy process (AHP) also used to prioritize capabilities important.

Findings

The results indicate social media capabilities such as conversation capability, sharing capability, groups/community capability, relationship capability, speed and ease of access for the public are the main capabilities related to exploit customer knowledge and manage it successfully.

Research limitations/implications

The results highlight the different social media capabilities for CKM approach which will enhance customer insight and personalized services. Because of the newness of CKM and social media implementation in Iranian firms, empirical study was not conducted for a better understanding of their business value.

Originality/value

The main innovation of this study is identifying the social media capabilities related to CKM and prioritizing them which allow managers to select the most appropriate social media tools based on these results.

Details

VINE Journal of Information and Knowledge Management Systems, vol. 47 no. 3
Type: Research Article
ISSN: 2059-5891

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Article
Publication date: 16 March 2022

Elaheh Shoushtari-Moghaddam, Mohammad Hossein Kaveh and Mahin Nazari

Older people have a different perception of ageing and different factors can influence this perception. Among the factors influencing the perception of ageing are various…

248

Abstract

Purpose

Older people have a different perception of ageing and different factors can influence this perception. Among the factors influencing the perception of ageing are various functions including physical, mental and social functioning of the elderly. Therefore, in this study, the authors intend to investigate the relationship between the perception of ageing and social functioning.

Design/methodology/approach

A systematic search was conducted of four electronic databases (PubMed, Embase, Web of Science and Scopus). Citations within identified reports were also searched. Studies were included if they included perceptions of ageing and social functioning measures involving older participants. Study selection and data extraction were conducted using predefined criteria. Older adults’ perceptions of ageing and social functioning were assessed with a variety of measures.

Findings

From a total of 79 articles, eight reports met the criteria for inclusion. In these studies, the positive and negative aspects of ageing perception and various social functions of the elderly in society such as economic, political, social activities; social support; and formal and informal participation have been raised.

Originality/value

The results of this narrative review demonstrate that there is a two-way relationship between the perception of ageing and social functioning. Therefore, it is suggested that appropriate practical and educational interventions be taken to increase the positive perception of ageing in the elderly and increase the social performance of the elderly in society.

Details

Working with Older People, vol. 26 no. 3
Type: Research Article
ISSN: 1366-3666

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Article
Publication date: 13 November 2017

Hakimeh Mostafavi, Mohammad Hossein Ziloochi, Sajad Delavari, Satar Rezaei and Enayatollah Homaie Rad

Mental health is one of the most important factors for evaluating the health of different age groups in the community. The most common forms of mental health disorders are…

253

Abstract

Purpose

Mental health is one of the most important factors for evaluating the health of different age groups in the community. The most common forms of mental health disorders are depression and anxiety. Health status of students as an important age group has positive consequences in the community. To provide special recommendations for preventing mental disorders, the purpose of this paper is to determine the correlations among the individualism and family orientation and mental health.

Design/methodology/approach

A meta-analysis was conducted to find scores of mental health. International databases of Scopus and PubMed as well as Iranian databases of IranMedex and SID were systematically searched in September 2014 for studies conducted on Iranian students. Of 379 reviewed studies, 58 were selected for meta-analysis. A meta-regression model was estimated to show the effects of individualism and family orientation on mental health.

Findings

Eight studies were conducted in Tehran. Eight studies were published in English. In nine studies, school students, and in one study both school and university students were surveyed. General Health Questionnaire-28 score varied from 13.77 in Arak to 47.78 in Tehran. The results of this study showed that the pooled mental health score for Iranian students was 23.725, indicating that Iranian students had poor mental health. In meta-regression, the coefficient of family orientation was −0.2893 and it was significant. Other variables did not have any significant relationship with mental health scores.

Originality/value

Improvement of living conditions and enabling the youth to positively communicate with different social groups are recommended.

Details

Mental Health and Social Inclusion, vol. 21 no. 5
Type: Research Article
ISSN: 2042-8308

Keywords

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