Resumen

RIOS PORTALES, Christian  y  ALMEIDA CARDONA, Rodrigo. Measuring of the effect of In-game advertising on videogames consumers. Perspectivas [online]. 2019, n.44, pp.45-72. ISSN 1994-3733.

The videogame industry is growing at gigantic levels. It is a sector that lives from the large number of users who consume it and, as with all sectors that have a massive visitor traffic, it has become one of the favorite online marketing and advertising channels for brands and with a great projection towards the future. The present investigation intends to respond to the problems posed by the study located in the city of Cochabamba: Which will be the effect of In-game advertising on videogame consumers? With this understanding, the main objective of this investigation is to try to measure the effect that this advertising typology has on the videogame consumers of Cochabamba, and justify the veracity of the results through the use of the scientific method. It is atype of experimental and statistical research. The experiments were carried out in a simulated environment, with controlled conditions to avoid misinterpretation of the relationship between cause and effect.

Palabras clave : Marketing; Videogames; Advertising; Purchase Intention; Structural Equations.

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