Game-Mediated Experience: Does Brand Exposure Changing Users’ Attitudes?

摘要

Today, marketers are expected to change their advertising strategy to one of interactive advertisements incorporated in computer games. The strategy aims to attract users in order to expose them to the product brands, to increase the level of product knowledge and to encourage a positiveattitude towards the product brands. This study aims to explore the use of brand exposure as a determinant of the user’s attitude towards product brands in computer games. The study recruits 250 undergraduates and a self-administered survey was used as an approach for data collectionthrough convenience sampling. Results indicate that there is significant and positive relationship between brand exposure and users’ attitudes towards product brands in computer games. In other words, brand exposure was properly stored in game players’ memories sufficiently enoughto effect a change in their attitudes towards product brands in computer games. In conclusion, it is vital for game players to process the game content in order to obtain meaningful results from their experiences.