The effect of advergames, banners and user type on the attitude to brand and intention to purchase

Abstract Purpose: This research was intended to analyze the effectiveness of advergames in comparison with banners. In addition, it seeks to analyze whether the type of user (someone who just casually browses the Internet vs. someone looking for product information on the Internet) will influence the effectiveness of both Internet advertising formats. Design/methodology/approach: An experiment with 152 participants controlling perceived entertainment. Findings: it has been observed that advergames are not superior to banners in improving the attitude towards brand and intention to purchase. These results are independent of the type of user (casual browsers vs. information seekers). Originality/value: While banners are traditional formats in Internet advertising, other formats have emerged as technology advances, such as advergames.