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Social Media and Strategie Communications pp 3–24Cite as

Palgrave Macmillan

Advertising in Social Network Games: How Consumer Persuasion Knowledge and Advertiser Sincerity Impact eWOM of Marketer-Generated Messages

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Abstract

Popular social network games (SNGs), casual online games played via social network sites (SNSs) like Facebook, offer an appealing channel for advertisers to reach hundreds of millions of consumers globally (Baker, 2012). In the U.S., SNGs drew 53 million players in 2010, representing 24 percent of the online population (Verna, 2011). By 2011, half of Americans aged 18 to 44 played social games daily, a habit intensified with a growing use of tablets and smartphones (Web users, 2011). Such trends show good news for SNG advertisers like McDonald’s, BestBuy, and DreamWorks (Shields, 2012). Two in five SNG players prefer online games for new product knowledge, outpacing traditional media advertising (Web users, 2011).

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Authors
  1. Jin Kyun Lee
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  2. Sara Steffes Hansen
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Editor information

Editors and Affiliations

  1. University of North Carolina Wilmington, USA

    Hana S. Noor Al-Deen

  2. Stephen F. Austin State University, USA

    John Allen Hendricks

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© 2013 Jin Kyun Lee and Sara Steffes Hansen

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Lee, J.K., Hansen, S.S. (2013). Advertising in Social Network Games: How Consumer Persuasion Knowledge and Advertiser Sincerity Impact eWOM of Marketer-Generated Messages. In: Al-Deen, H.S.N., Hendricks, J.A. (eds) Social Media and Strategie Communications. Palgrave Macmillan, London. https://doi.org/10.1057/9781137287052_1

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