Istraživanje indirektnog oglašavanja u industriji video igara
Sažetak
Indirektno oglašavanje i video igre predstavljaju dve veoma aktuelne teme. Sve je više korisnika video igara u svetu, a sve je manje onih koji veruju u tradicionalne vidove oglašavanja. Kako bi se dosegao veći broj potrošača, danas se sve više koristi indirektno oglašavanje, pa ovaj tip oglašavanja u video igrama postaje sve atraktivnije polje delovanja. Iako postoje mnogobrojne studije u oblasti primene indirektnog oglašavanja u video igrama, do sada se autori nisu bavili istraživanjem kako različita motivacija za igranje utiče na prihvatanje indirektnog oglašavanja i da li će se u zavisnosti od tipa motivacije efekti od indirektnog oglašavanja biti različiti. Ovo će omogućiti bolje ciljanje igrača video igara i povećanje efikasnosti indirektnog oglašavanja u video igrama. U ovom radu se istražuje da li različite kategorije primarne motivacije mogu da utiču na efekte oglašavanja, kao i da li se, u zavisnosti od primarne motivacije, razlikuju stavovi igrača prema indirektnom oglašavanju.
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