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A framework for cross-cultural advergame design: a comparison between Brazil and the UK

A framework for cross-cultural advergame design: a comparison between Brazil and the UK
A framework for cross-cultural advergame design: a comparison between Brazil and the UK
Digital innovation is moving the marketing industry forward. With new technologies, there is a shift from consumer attention to consumer engagement, in which advergames play a huge part. Advergames are games built around a persuasive message, often related to a brand. However, there is a lack of research about the influence of advergame design across cultures.

Brazil and the UK are two cultures that have a large participation in the gaming market. Differences and similarities related to advertisement perception, attitudes and interface design could give insights about the influence of advergame design in consumer behaviour.

This research proposes a framework, using concepts from theories about cross-cultural HCI, cross-cultural consumer behaviour and advergame effectiveness. The framework was evaluated and validated through a comparison between Brazil and the UK, considering advergame design elements and consumers’ perceptions.

The results suggest that advergame design can influence and embed cross-cultural consumer behaviour. Finally, the current research could help to guide advertisers and game designers that expect to enter different cultural markets, and influence people’s perceptions towards a particular brand.

University of Southampton
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e

Wanick Vieira, Vanissa (2017) A framework for cross-cultural advergame design: a comparison between Brazil and the UK. University of Southampton, Doctoral Thesis, 338pp.

Record type: Thesis (Doctoral)

Abstract

Digital innovation is moving the marketing industry forward. With new technologies, there is a shift from consumer attention to consumer engagement, in which advergames play a huge part. Advergames are games built around a persuasive message, often related to a brand. However, there is a lack of research about the influence of advergame design across cultures.

Brazil and the UK are two cultures that have a large participation in the gaming market. Differences and similarities related to advertisement perception, attitudes and interface design could give insights about the influence of advergame design in consumer behaviour.

This research proposes a framework, using concepts from theories about cross-cultural HCI, cross-cultural consumer behaviour and advergame effectiveness. The framework was evaluated and validated through a comparison between Brazil and the UK, considering advergame design elements and consumers’ perceptions.

The results suggest that advergame design can influence and embed cross-cultural consumer behaviour. Finally, the current research could help to guide advertisers and game designers that expect to enter different cultural markets, and influence people’s perceptions towards a particular brand.

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Published date: June 2017

Identifiers

Local EPrints ID: 413211
URI: https://eprints.soton.ac.uk/id/eprint/413211
PURE UUID: 901cae84-cd04-4076-bfab-9eac73fabd7f
ORCID for Vanissa Wanick Vieira: ORCID iD orcid.org/0000-0002-6367-1202
ORCID for Ashokkumar Ranchhod: ORCID iD orcid.org/0000-0003-4269-8825

Catalogue record

Date deposited: 17 Aug 2017 16:30
Last modified: 14 Mar 2019 01:26

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