ADVERGAMES: CHARACTERISTICS, LIMITATIONS AND POTENTIAL

Advergames represent a new advertising concept that uses Internet technology to implement viral marketing campaigns. Despite the potential of this interactive advertising method, very few academic studies have been initiated to investigate the characteristics of advergames, and their influence on consumers’ perceptions and behaviour. Using secondary data, this paper attempts to evaluate the characteristics of effective advergames, and to analyse the effect of advergames on players’ perceptions and behaviour.