Advergames and meaningful experiences: towards a conceptual framework for contextual advergames for cross-cultural consumer behaviour

Abstract

This is a conceptual paper based on the influence of culture in marketing and advertising strategies, involving advergames in cross-cultural consumer behaviour. The power of games as engaging activities has been utilized in order to encourage people to perform different tasks, opening a new paradigm for advertising and marketing in the global market. As this influence emerges in the context of global culture, it is necessary to understand the impact of games utilized for advertising purposes across different cultures. This paper synthesises current thinking in advergaming with cultural issues for cross-cultural design and cross-cultural consumer behaviour, focusing on advergaming design and questioning aspects related to content, form and user interface. For that, we provide a conceptual framework for advergames that could combine contextual experiences and embed cross-cultural consumer behaviour, considering all the affordances of the advergame. The framework for Contextual Advergames for Cross-Cultural Consumer Behaviour (CACCCB) merges elements such as content, culture, context and consumer needs and values, underlining the importance of each component of the advergame design in this scenario. The value of this paper lies in the establishment of a framework that could be employed to resolve global management of cultural variations for applications involving games in advertising, marketing and brand management.

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Identifiers

ORCID for Vanissa Wanick Vieira: orcid.org/0000-0002-6367-1202

ORCID for Ashokkumar Ranchhod: orcid.org/0000-0003-4269-8825

ORCID for Gary Wills: orcid.org/0000-0001-5771-4088

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