The Influence of eGaming Advertisements on Purchasing Behaviour

Chua, Kian Hui (2020) The Influence of eGaming Advertisements on Purchasing Behaviour. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The advertising field is getting more competitive, where traditional advertising is no longer be enough to attract consumers and expensive for the marketers. Then, a new advertising platform – eGaming is rising. This research analyzed the preferences of consumers towards eGaming advertisements, attitudes of consumers towards eGaming ads and effectiveness of eGaming ads towards purchasing behavior. Survey questionnaire was carried out on 100 respondents who aged 18-30 in Malaysia. This research found that most of the respondents preferred online advertisements, before-game advertisements, eGaming brands and products advertisements. Most of the respondents also had good attitude towards unobtrusive advertisements, celebrity endorsements and influencers reviews advertisements. eGaming advertisements are only effective when there were sponsorships and promotions, celebrity endorsements and products with influencers’ reviews. This research showed that eGaming is an effective platform for marketers to advertise their brands because eGaming is rising bombastically and the audiences are increasing every year. However, marketers need to take note on the preferences and attitudes of consumers to target them effectively by placing suitable advertisements in eGaming.